publication . Report . 2009

Family business : a secondary brand in corporate brand management

Blombäck, Anna;
Open Access English
  • Published: 01 Jan 2009
  • Publisher: Internationella Handelshögskolan, Högskolan i Jönköping, IHH, EMM (Entrepreneurskap, Marknadsföring, Management)
  • Country: Sweden
Why do firms allude to family involvement in their marketing efforts? How can such references influence marketing outcomes? In view of these questions, the current paper argues that the business format “family business” holds a brand of its own; a brand that can offer distinctiveness to brands on corporate as well as product level. Revisiting theory on secondary brand associations and image transfer, the paper interprets the function of references to family in corporate communications and clarifies their relationship to corporate branding. Potential difficulties involved in the referral to family business are identified. Propositions for further research are pro...
free text keywords: family business, brand, brand management, image transfer, corporate communications, Business studies, Företagsekonomi
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