Creating a Cohesive Family of Brand Extensions

Brand expansion leverages your established brand to reach new segments and increase market share. In contrast, brand extension uses brand equity to launch new ... Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to ... 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 ... Virginia Tech's brand architecture has six levels. At the top of the architecture is the university brand, followed in order by primary brand extensions. 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 ... Feb 10, 2022 ... Green brand extensions may achieve two objectives at once: First, they fulfill the requirements of environmentally aware consumers; second, ... A Brand Extension works well when you're not known for any one particular style. This can be a great approach for the generalist brewery who makes a wide ... Aug 8, 2024 ... Brand dilution occurs when an existing well-known brand name is used on products or services outside its core area. A strong brand image can ... Examined factors that influence consumer perceptions of a brand extension that are specific to the brand itself. Three experiments explored the importance ...