family branding

Family branding is a marketing strategy that involves selling several related products under one brand name. It is contrasted with individual branding in which each product in a portfolio is given a unique identity and brand name. There are often economies of scope associated with family branding since several products can efficiently be promoted with a single advertisement or campaign. Family branding facilitates new product introductions by providing a 'foot-in-the-door' in potential customers' evoked set. When considering purchasing a new type of product, potential customers will tend to evoke in their minds a product with a familiar brand name. Being a part of this evoked set could lead to trial purchase, product acceptance, or other advantages.
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