Branding in family firms. Case study: Grupo Verlio

Abstract

[eng] This thesis is based on the study of branding strategy applied to family businesses. The paper is divided into three parts, first some main characteristics of the family business, the brand concept and the branding strategy will be explained. Then, the application of branding in the family business will be exposed. Finally, through interviews with family members and employees of the chosen family business, Grupo Verlio, the branding strategies carried out by this company will be analysed.