ABSTRACT
A family brand is one in which a company offers a series or group of products under one brand name. Family brands are found in a variety of products, including automobiles, insurance, food, power tools, and numerous others. A family brand is used to tie the image of the brand name to every new product that is added to a current line. Transfer associations occur when the new product is within the same product category. However, if additional products are added that are not related to the brand’s core merchandise, the transfer of loyalty becomes more difficult.
