Communicating Extension Value to Consumers

These examples illustrate how leveraging existing brand equity can lead to significant market expansion and customer base extension. 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 ... Brand Extension. Rice Center for Leader Development. The Corps of Cadets Major General W. Thomas Rice ... Jan 10, 2024 ... A brand extension is a marketing tactic that organizations use to expand their offerings or introduce new products. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... Feb 9, 2021 ... The GLM-based fMRI analyses revealed the lateralized activation of the insula cortex in a way that positive and negative evaluation activated ... 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. Nov 7, 2023 ... Brand extension is a strategy where a company creates a new product category under its well-known brand name. It helps launch new products ... Dec 1, 2014 ... The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. Dec 20, 2024 ... Vim is a famous household dish washing brand. The immediate reaction from my team members was this is stretching a dish washing brand too far !