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Definition

A family brand (also referred to as umbrella branding) refers to when a manufacturer uses the same brand name on two or more individual products. The product group may or may not be all of that firm's product line. The individual members of the family may also carry individual brands to differentiate them from other family members.[1]

See also


References

  1. ^ American Marketing Association. Dictionary. <https://www.ama.org/resources/Pages/Dictionary.aspx> (cited 30 June 2015).

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