Interesting read on how family owned businesses differentiate or separate themselves from their competitors.

Authors found that 75% of the sample (i.e., 15,000 people from 12 markets) were more likely to trust family businesses over non-family businesses, and 66% of them were willing to pay more for products/services offered by family firms. Thus, family firms are in a unique position to leverage their family business brands as a source of differentiation. Read more

Differentiation Through Family Business Brands