Research surrounding the strategic value of the reputation and identity of a family firm is still an incipient topic and there is not absolute clarity about the response the different interest groups could have when these elements are communicated to them. Starting from a systematic review of the literature of Web of Science, 56 articles published between 2000 and 2020 were analyzed. The results show a growing number of articles based on the reputation and transmission of the family identity of firms. The cites in this articles have also shown important growth, confirming the relevance this topic has had. This work provides a review of the current state and evolution of the literature surrounding this topic, discusses the different lines of research related to the reputation and transfer of family identity, and finally identifies gaps in the research that can orient the development of future work.