Big families. Stretching the domain of brands

Cecília Russo and Jaime Troiano

The past century was marked by the birth of nearly every brand we know and consume today. In the 21st century, on the other hand, brands will multiply their portfolio into different products and services.

Big Families

Stretching the Domain of Brands

Cecília RussoTroiano Consultoria de Marca, Brazil

Jaime TroianoTroiano Consultoria de Marca, Brazil

INTRODUCTION

When consumers consider buying a new product, the lack of experience and familiarity with this new product make them feel somehow insecure. The moment of choice is marked by decisions and judgments. In almost all the cases, consumers use the knowledge they already have about brands when, at the point of purchase, decide for something new. Well-known brands, therefore, tend to be respected and acquired at those moments, since what matters here to each consumer is the “guarantee”...

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