Brand Architecture - Family Brand: Heinz

 Family brands are a smart idea because if you are high in the eyes of the consumer, all your different products will have the same success. All advertising and other related marketing will work for all the products under your brand name, which is very efficient. There is also a downside to this; if one of the products gets really bad publicity then it can damage your whole brands reputation. 

Heinz is a very successful family brand due to its high quality products as well as its careful strategic advertising and marketing campaigns. They are a family brand that also owns and operates other brand names like Weight Watcher's Foods. The reason they do this is to establish themselves in other markets where their already famous brand name doesn't relate or apply. Heinz has a very generic set of products, but has a very clear idea on who their target is. They have been successful in creating other brand names because they know the other products don't apply to their family brand. 

Knowing your audience is one of the most important factors in creating a successful family brand; Heinz has very positive associations with their brand as some of their products are at the top of their market. They evoke positive thoughts as well as continue to be distinct in their different products market. Over time they have become popular with one product, which ends up leading consumers to their other options, the consumers trust that Heinz will always give them the same quality that they have proven. 

It’s not easy to start a family brand as it takes time to gain consumers trust. Heinz has taken that time and has become one of the most successful family brands ever, by taking the time to know their market and basing everything else around that.