Recent publications among family business scholars reveal an emerging interest to investigate questions related to marketing communications and brand management. An underlying question for this research is whether, how, and under what circumstances the portrayal of a family business identity influences corporate brand equity. Research in brand management clarifies the importance of learning how consumer behavior is influenced by brand leveraging beyond the core product or company. Such knowledge support companies’ in their search of favorable combinations of information sources in brand communication. This paper outlines a research model for how to advance our knowledge regarding the opportunities for family businesses to leverage their family business identity through brand management. Gaps in extant research and essential questions to consider are identified. As a stepping-stone, the paper defines “family business identity” as a generic corporate brand element eligible for secondary brand association.