A firm elects to use family branding. What should the products be?
A) similar in quality, or the firm risks harming its overall product image
B) sufficiently different so as not to compete directly with each other
C) sold in different geographic markets so customers do not realize the relationship
D) sold only to a single, large retail chain to protect the manufacturer's reputation

Question

Quizplus · Accepted Answer

Family branding involves marketing different products under the same brand name. If the products vary significantly in quality, it can damage the brand's reputation, as consumers expect a consistent level of quality across all products under a family brand.

A Firm Elects to Use Family Branding