Building Business Resilience Through Brand Extension

Brand Extension Strategy involves launching new products or services under an existing brand name. It leverages brand equity to enter new markets or categories. Aug 9, 2013 ... In essence, horizontal brand extensions describe those where a brand has diversified beyond its existing product class or market. In contrast, a ... Jan 1, 2005 ... And, as we now can see, the credibility gap is closed by the consumers' confidence in the brand – in the amount of brand trust. That brand trust ... Mar 20, 2024 ... Range extension as a symbol of luxification ... For example, a high-end fashion brand may extend its range to include accessories such as handbags ... A brand extension, by contrast, occurs when an existing brand launches a product into an entirely new category. You've won over customers with a great product ... These examples showcase how brands can step into new territories or product categories while maintaining a coherent brand image and leveraging their existing ... Jan 19, 2024 ... A number of Extension-specific templates are posted in the CFAES Template Library. Visit cfaes.osu.edu/brand to access these templates. After ... A brand extension leverages the reputation, popularity, and brand loyalty associated with a well-known product to launch a new product. To be successful, there ... Mar 3, 2025 ... Brand extension is a marketing strategy in which a company uses an established brand name on a new product in a related or unrelated category. Dec 1, 2014 ... The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation.