“…For example, Salvato, Chirico, and Sharma, (2010) show how a family firm established identity can hinder strategic renewal. A specific literature on family business branding (and its identity) has emerged (Binz Astrachan, 2015;Blombäck & Brunninge, 2013;Botero, Thomas, Graves, & Fediuk, 2013;Craig, Dibrell, & Davis, 2008).…”