The Heinz brand and The Johnson & Johnson Co. brand represent _______.
A. Geographic branding
B. Family branding
C. Hospitality branding
D. Cultural branding
E. Local market branding
Answer: B - The Heinz brand and The Johnson & Johnson Co. brand represent family branding. Companies use family branding when they present several different products to a market under the same brand. Unlike individual branding, family branding has the advantage of gaining greater brand equity for a company due to significant marketplace presence and customer recognition. Another advantage offered is the standardization of marketing and promotional messages in advertisements. The disadvantage of family branding is that negative press about one product has the potential of affecting all other products under the family brand.