Wise Family Business
Family Identity Steering Brand Success

Authors: Joachim Schwass, Anne-Catrin Glemser



Wise Family Business aims to help families in business to identify new and better ways of achieving longevity, sustainability and performance. The book presents ground-breaking new insights and practical examples from a range of growing family businesses in which the owning families are visible and, in most cases, have branded the business with their family name.
This comprehensive and important study explores how family identity has the power to tie together families in business and leverage their values when developing and sharing the owner’s vision with their stakeholder communities. Developing a family business identity is key when building and managing an authentic, recognizable and trusted brand. It argues that family businesses that have successfully translated strong identities into strong brands are not only perceived as attractive employers but also add meaningful value to the business over generations.

Table of contents

Front Matter
Pages i-xvi

Introduction
Pages 1-5

Family Business Identity
Pages 7-29

The Nature of Family Business
Pages 31-55

Best Practices and Examples from Family Businesses
Pages 57-165

Overall Lessons and Analysis of the Company Cases
Pages 167-188

The Expert View: Proactive Communications—Building, Projecting and Preserving Reputation for Business Families and Family Businesses
Pages 189-229

Toolbox—A Process for Moving from Family Identity to Family Business Brand
Pages 231-271

Conclusion
Pages 273-279

Back Matter
Pages 281-284

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