Quotation Micelotta, Evelyn R., Raynard, Mia. 2011. Concealing or Revealing the Family? Corporate Brand Identity Strategies in Family Firms. Family Business Review. 24 (3), 197-216.




Although scholars contend that family and corporate heritage can be strategically deployed to gain a competitive advantage, few studies have examined the specific ways in which family firms leverage on these distinctive attributes in their marketing activities. The authors’ examination of a sample of official corporate websites reveals that family firms adopt different branding strategies to communicate the familial component of their businesses. The authors labeled these strategic variations as family preservation, family enrichment, and family subordination. This study advances extant research by exploring the various family-based branding strategies that family firms can draw on to differentiate themselves from their competitors.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Family Business Review
Citation Index SSCI
WU-Journal-Rating new STRAT-B, WH-B
Language English
Title Concealing or Revealing the Family? Corporate Brand Identity Strategies in Family Firms
Volume 24
Number 3
Year 2011
Page from 197
Page to 216
Reviewed? Y
URL http://fbr.sagepub.com/content/24/3/197.full.pdf+html
DOI n.a.
Open Access N


Raynard, Mia (Details)
Micelotta, Evelyn R. (University of Alberta, Canada)
Management DP (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5324 Organizational research (Details)
5333 Business management (Details)
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