Start studying chapter 13 - brand extension learn vocabulary, terms, and more with flashcards, games, and other study tools. Brand extension is a means for companies to enter new categories with existing brands, which can result in increased brand equity. Brand extension, also known as brand stretching, is the use of a well-established brand name for a new product or new product category. Offers useful insights into the reasons that some brand extensions fail and others succeed describes two experiments and a conceptual framework of how consumers evaluate brand extensions. Line extension a line extension is a product that incorporates a slight twist on an established brand it utilizes the older brand’s name and imagery, and is usually in the same general product category.
Brand extension is the use of an established brand name in new product categories this new category to which the brand is extended can be related or unrelated to the existing product categories a renowned/successful brand helps an organization to launch products in new categories more easily for . Have you ever looked at a company and wondered how it could expand what factors should be considered this lesson takes a look at brand extension. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.
The thorniest question in brand strategy is how to keep growing at some point in the life of a successful brand, marketers will feel the pressure to extend its success by “leveraging” the brand into other offerings. These core entities directly support ub’s mission, all tying closely to our master brand. This week, for example, kfc released finger lickin' good, chicken-flavored, edible nail polish no part of this is good some brand extensions are limited editions used chiefly for marketing . Our brands we believe in connecting with our customers and clients wherever they are—at home, at work and in the world so we've expanded our brand reach, tailoring our signature modern style and leveraging the best of west elm to meet your needs, whatever they may be. 18 volume v september 2012 sibm 19 volume v september 2012 sibm brand extension: a strategy for competitive advantage dr tarun kushwaha associate professor.
Brand extension is a popular marketing strategy where a firm uses the already built brand name for a different product category this new product is usually termed a spin off. Right now, brand extension is important for companies that want to be innovative and ahead of the game in regards to business trends this is currently an emerging trend that has great potential simply because the focus is on both the business and the consumer. Brand extension research, founded by dr ed tauber, is the premier specialist in researching and developing brand extensions, brand stretching and the general techniques of extending brands.
Brand identity means much more than a logo a brand is the sum of who we are and all that we do — from delivering research-based solutions and a stellar customer experience to serving as a trusted partner and enhancing the quality of life for north carolinians. “brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category”. A brand extension is leveraging an existing brand to promote a product in a different category there are various types of brand extensions listed and explained in this article. Not all companies are that good at starting new lines, however the iced tea company arizona, for example, should probably have stuck to its delicious beverages instead of dabbling in the dip .
- When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to why didn't they do that sooner sometimes, though, the launch of a new product featuring a well-known brand is such a mismatch the reaction is more like what were they thinking.
- Brand management - nderstanding the way consumers evaluate whether or not a brand extension fits with a core brand is central to the success of the brand extension.
Brand extension - best choice 100% secure and anonymous low prices, 24/7 online support, available with world wide delivery effective treatment for erectile dysfunction regardless of the cause or duration of the problem or the age of the patient, brand extension. In part 1 of 3, learn what a brand extension is and the reasons why it might be time to extend your brand. Creative thinking for brand extension ideas for the apple ibrand there was a lot of energy from students as we did three creative thinking exercises (based.