Marie-Agnès Parmentier, HEC Montréal, published “When David Met Victoria: Forging a Strong Family Brand” in the September 2011 issue of Family Business Review. SAGE Publication’s press release concerning this article can be found here.
This article seeks to understand how distinctive family brands are created. Recent studies in family business have focused on the benefits for a firm to be known as family owned or family controlled. Few studies have paid attention to the distinct meanings stakeholders associate with a given family or to how that family comes to have those associations in the eyes of external stakeholders. Based on a case study of one of the entertainment industry’s most successful family brands—The Beckhams—four practices conducive to building brand distinctiveness and brand visibility are identified.