| Family Branding |
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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. Family branding imposes on the brand owner a greater burden to maintain consistent quality and Brand Equity . If the quality of one product in the brand family is compromised, it could reduce sales of all the others. Family branding should only be done when a Product Line consists of products of similar quality. SEE ALSO: |
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