Why being family-owned is a competitive advantage
The term ‘family business’ might conjure up images of a quaint little corner shop or a father and-son plumbing firm, but some of the UK’s biggest companies are family brands and marketing them as such can deliver competitive advantage, according to new research.
The Institute for Family Business (IFB) finds that 54% of family firms in the UK consider their family status an important part of their marketing strategy, and the majority (64%) believe promoting the company as a family brand is beneficial to growth and reputation.
Boosting trust is the main reason for doing so, according to 81% of respondents, followed Read full story ›
Source: Marketing Week
