Marketing for Family Businesses in the Service Sector: Brand Creation and Promotion

The article is devoted to marketing strategies for family businesses in the service sector, with a special emphasis on brand creation and promotion. Family businesses, due to their unique structure and personal involvement of the owners, have certain advantages, but also face challenges associated with limited resources and the need to stand out in the market. The article considers key aspects of brand development, its uniqueness and promotion methods that help family businesses effectively compete with large market players. Modern marketing tools, including social networks, content marketing and online advertising, as well as traditional promotion methods are considered.