What is Family Branding?

What Is Family Branding?

Family branding, also known as umbrella branding, is a potent marketing strategy. One can define family branding as a technique wherein a parent company gathers and manages multiple products & services under a SINGLE BRAND IDENTITY.

The most prominent and successful examples of family brands are Siemens, IKEA, Allianz, Harley Davidson, and Apple.

A family or an umbrella brand is a concept under brand architecture. The brand architecture itself is a super concept that defines the relationships among several brands within a business or organization. Effective brand architectures & family branding strategies prevent brands from hampering one another’s market performance. It ensures the optimal performance of each credible entity and effective management under a central reputed identity.

Another relevant business dimension the family branding strategy addresses is the company or brand performance. It makes complete sense to take advantage of a well-performing entity from a sales perspective. It increases the chance of having more "shelf space” at every Point of Sale and can even help achieve better market penetration.

Submit Your Requirements

How Does Family Branding Work?

Again, the simplest definition of family branding can be using the fame & reputation of an established brand name to market or launch a new product.

The primary goal of family or umbrella branding is to boost a company’s market share. Family brand terms or identities are generally used in product portfolios that share certain similarities or serve similar customer needs. Family brand products are pretty similar in function, features, targeted segment, etc. Businesses use the name and fame of a renowned & easily recognizable distinct brand to improve the exposure & sales.

Family branding is an aspect of brand extension and offers prominent advantages such as:

Improved marketability
Increase visibility
Better positioning
Reduction in cost of creation

For businesses, especially mega-corporations with numerous brands, the family branding strategy is considered at par with corporate branding strategies. It is used to showcase the fundamental values and principles of an organization. The successful implementation provides all brands with a practical operating framework and orients employees in a specific manner.

Famous family brands are also used as employer brands, with prominent examples being Unilever, Nestle, Ferrero, and BASF.

How To Create A Successful Family Brand?

What's necessary to build a powerful family brand?

Well, loads of time, money, effort, and careful strategies. Some of the world's most successful family brands, such as Pepsi, Apple, Coca-Cola, Tata, Amazon, etc., are business behemoths. These companies have built their reputation and credibility through the years. Besides substantial financial investments, these mega-businesses have implemented potent & effective strategies and enforced strict quality management to elevate themselves in the market.

Developing an impeccable brand identity is key to successful family branding. In addition, you must focus on quality Assignment help services on a long-term basis and look at every opportunity to connect with consumers.
Marketing tactics, reputation, positioning, and penetration are vital aspects that need addressing.
Fostering better relationships with customers and listening to their needs & complaints are exceptionally essential—the better the connection, the better the trust.
Agile, engaging, and intuitive omnichannel marketing remains the best avenue for promoting products under an umbrella brand. Businesses need to develop robust, market-specific, targeted, and segmented tactics and initiate campaigns with appropriate promotional schedules for the best results.
Performance monitoring, prompt risk control, pricing & brand management, acute consumer behavior modeling, market analysis, and intelligent promotion are key underlying processes in family branding.
Businesses also need to determine the degree of cohesion among the products under a family brand, maintain perfect consistency in quality, and implement pricing strategies to garner more consumer appreciation & enhance the family brand image.

Hire An Expert

Explain Popular Family Branding Examples

Below are some well-known family branding examples.

Virgin Group

Founded by Richard Branson, the renowned British entrepreneur, Virgin Group is a multinational brand with global recognition. The business uses its prominent brand image to engage in brand extension and family branding for varied entities such as drinks, flights, books, games, spa, mobile, etc.

Apple

Here is yet another world-renowned example of a successful family branding strategy. Apple is currently the world's most valuable brand, with an approximate value of $355 billion. The iconic eaten apple has become a symbol of quality, high status, and features, aspects & services found nowhere else. Apple’s name and reputation are the reasons behind its numerous successful product launches- the MacBook, the iPhone, AirPods, iPad, etc.

The Tata Group

The Tata Group is India’s oldest and largest business conglomerate. The company boasts of a massive product & service portfolio, enjoys tremendous respect & consumer loyalty, and widespread global recognition. From steel manufacturing to salt production, consultancy services to vehicle manufacturing, jewels to watches., apparel to beverages, Tata is India's most prominent example of family branding.

Individual Branding Vs. Family Branding: Some Examples

The counterpart to family or umbrella branding is individual branding. Here the parent company gives a particular product or service a unique identity and brand name and allows it to function independently. Brands with an individualistic identity have dedicated strategies & resources allocated to them.

In most cases, the performance of an individual brand does not affect the reputation of the parent brand. Therefore, different market positioning and approaches can be employed for individual brands.

While Tata, Apple, Virgin Group, Starbucks, Amazon, etc., are some notable examples of family branding, different consumables produced by two major multinational businesses are the best examples of individual branding.

Powerade, Sprite, Fanta, Minute Maid, Dasani, Diet Coke, Fuze, Ciel, Fresca, etc. by the Coca Cola Company, and 7up, Mirinda, Lays, Tropicana, Quaker Oats, Aquafina, Gatorade, Doritos, Mountain Dew, Lipton Iced Tea, by PepsiCo are prominent examples of successful individual branding.

Order Now

Frequently Asked Questions

Q.1. What is meant by family brand?

Ans.: A family brand is an overarching brand identity for a range of related or unrelated products and/or services.

Q.2.What is the difference between individual and family branding?

Ans.: For family branding, a single brand name, iconography & identity is used to market & promote multiple products & services. In the case of individual branding, a parent company devises individual identities for various products & entities.