A Modern Family vs. All in the Family: Has the Role of Brand Families Changed in the Mind of Consumers?

A Modern Family vs. All in the Family: Has the Role of Brand Families Changed in the Mind of Consumers?

Like all good things, items that get used daily – like shampoo or toothpaste – come to an end. The vast amount of store shelves and online shopping options give us a never-ending sea of choices when it comes to replenishing our daily essentials. So, how do we decide what to buy? This debate has been surfacing quite frequently in the world of major CPG firms.

Family First or Product First?

On one side you have those that advocate a family-first approach, promoting individual product brands as members of their brand families because they believe the strength and trust that master brands like Pepsico and General Mills convey will influence the purchase decision. On the other side of the argument are the product-first supporters who feel that product attributes impact purchase decisions the most, regardless of the holding company.

To discover whether purchase decision is impacted more by product attributes or by the parent company of the product, we tapped into the insights of our nationwide consumer audience through an online survey. We asked 500 US-based consumers from our proprietary 20|20 Panel a series of questions about their relationship to brands and brand families and factors influencing their purchasing decisions.

Our CEO Isaac Rogers dissects the findings in his latest article: https://www.linkedin.com/pulse/modern-family-has-role-brand-families-changed-mind-consumers-rogers/?trackingId=4VZ4SOckWGfIPiD8VrTZgg%3D%3D