Further reading[ edit ] Humperson, J. Brand equity Brand equity is defined as the main concern in brand management and IMC campaign. These emotional connections are generally done through social experiments where brands express their concern and offer small solutions thereby making the brand standout and seem righteous.
In their model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. Coca-Cola had to make considerable efforts to regain customers who had turned to Pepsi cola.
He lives in Massachusetts with his wife and four sons, and also teaches journalism at UMass-Amherst. With more than 12 million readers every month, O, The Oprah Magazine is considered a brand extension success story.
In this scenario, the brand-owner works with a partner sometimes a competitorwho takes on the responsibility of manufacturing and sales of the new products, paying a royalty every time Appropriation of brand extension product is sold.
It is especially important to highlight because as an international brand, it faced even more obstacles than other extensions by navigating a vastly different culture and an audience with an entirely different set of values.
In contrast, using an established brand name can substantially reduce the introduction investment and increase the probability of success. Marketing Management, 10 2 The higher the similarity is, the higher perception of fit will be.
Although there are few works about the failure of extensions, literature provides sufficient in-depth research into this issue.
First, the "Complement" refers to consumers taking two product classes extension and parent brand product as complementary in satisfying their specific needs.
For students pursuing an MBA degree online with the hopes of utilizing their education to build a company or improve a brand, it is essential that you learn to think outside the box. At the top of the list of the worst new brand extensions is a perfume from Zippothe lighter company.
Share through Email A strong brand name is an invaluable asset; managers must know when to exploit it, when to protect it, and how to tell the difference between the two. Worse still, the extension can succeed, or at least survive, and damage the original brand by weakening existing associations or adding new, undesirable ones.
Throughout the categorisation theory and associative network theorya consumer has the ability to process information into useful knowledge for them. The more innovation of extension product is, the greater positive fit can perceive.
In the worst case, an ill-conceived brand extension may seriously damage the original product and preclude the establishment of another brand with its unique associations and growth potential.
For example, Colgate, a brand synonymous with dental care products, failed when it extended its brand to food products. Every messages or brand extension can dilute the brand in nature.
A weak or nonexistent association can result in the opposite effect, brand dilution. Some studies suggest that consumer may ignore or overcome the dissonance from extension i. Clorox Toilet Bowl Cleaner The Clorox brand is associated with cleanliness, and is known for its bleach product.
The moderating variable is a useful indication to evaluate consumer evaluation of brand extension. The success of the brand communicates a message of value and serves as an acceptable standard.
However, inDove launched a line of products targeting men, and was successful in building out the extension.4 Brand Extensions and Why They Were Successful When brand extensions win over loyal brand consumers with a new product, it is a win with lasting benefits for the brand, including increased revenue and greater name recognition.
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 new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity.
Feb 07, · 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 extensions are all around us. Brand extension, also known as brand stretching, is the use of a well-established brand name for a new product or new product category. A brand name can fail to help an extension or, worse, can create subtle (or sometimes not so subtle) associations that hurt the extension.
Worse still, the extension can succeed, or at least survive, and damage the original brand by weakening existing associations or adding new, undesirable ones. Appropriation of Brand Extension. Print Reference this. Disclaimer: 'Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand.' (Lury, ).Download