5) Give three definitions of Family Branding.

Also provide 3 examples of

Family Branding.

Definition #1:

Family branding, also known as umbrella branding, is a marketing strategy where a

group of products or a whole product line is promoted under a single parent brand
name. The idea behind it is, if consumers trust the parent brand, then they’ll also
trust other goods that fall under its “umbrella.” (Stark, Supermoney, 2022)

Definition #2:

Family branding is an efficient marketing tactic used by companies to promote a

group of similar products under one creative branding process. The focus is placed
on the parent brand name while a simple grouping system is implemented to simplify
the marketing process. (B., n.d.)

Definition #3:

Family branding refers to the marketing strategy where a company uses its main
brand on other merchandise belonging to the same or other product categories. The
purpose of such branding strategy is to give new products lines more perceived
recognition and credibility as the main company brand is well-known by consumers.
(Dollarella, n.d.)

Examples:

1) Procter & Gamble (P&G) is one of the most recognizable umbrella brands in
the United States. This giant consumer goods corporation owns several
product lines found in households throughout the country. Some of the most
well-known brands under the P&G umbrella include Pampers, Tide, Gillette,
Crest, Pantene, and Bounty.

2) Most consumers know Kraft for its classic Macaroni & Cheese dinner.
However, this umbrella brand also houses several other products that span
various categories. The most popular examples include Kraft 100%
Parmesan, Kraft Singles, Miracle Whip, Caesar Salad Dressing, and Shake n’
Bake Chicken Seasoning. Not only do all of these products fall under the food
category, but they also maintain the same quality that customers expect from
Kraft.

3) Johnson & Johnson is a widely recognized company with many product

lines under its belt. The most well-known products under this umbrella brand
include Tylenol, Benadryl, Neosporin, Band-Aid, Aveeno, Neutrogena, and
Listerine. These items belong to the personal care category and have been
trusted by Americans for years, making J&J an established leader in umbrella
branding. (Propr, n.d.)
References
B., G. (n.d.). Vowels. Retrieved from Vowels: https://vowels.ae/blog/what-is-family-
branding/
Dollarella. (n.d.). Retrieved from Dollarella:
https://www.dollarella.com/business/family-branding
Propr. (n.d.). Retrieved from Propr: https://propragency.com/mattr/7-examples-of-
umbrella-brand-strategy/#:~:text=Some%20of%20the%20most%20well,Crest
%2C%20Pantene%2C%20and%20Bounty.
Stark, L. (2022, 9 22). Supermoney. Retrieved from Supermoney:
https://www.supermoney.com/family-branding/
Stark, L. (n.d.). Supermoney.