What is a family brand?

Commercial structure that unifies all divisions, products or services at a company under a single parent brand to establish its distinctive personality as a value added.

The adoption of this global approach enables advertising investment savings, but may lead to underbranding. Also entails a risk of “contagion”: should a business unit be discredited, the reputation of the entire range of products or services would automatically suffer.

Other denominations:
Family brands, family branding

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