Developing Global Brand Extension Strategies

Aug 28, 2024 ... Extensions work when brands have "the authority" that can only come from from the consumer and has to be consistent with the brand's equity. 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 ... Brand extension is a marketing strategy where a well-known brand uses its name to launch a new product in either a related or unrelated category. The key difference between a Brand Extension and a Sub Brand lies in how much effort, attention and detail is brought to that secondary product in relation to ... In order to evaluate the genuineness of an unrestricted product, or service brand extension of a product (e.g., liquor and tobacco) whose advertising is ... Feb 21, 2019 ... Tuck professor Kevin Lane Keller talks the strategy behind brand stretch or, building a multi-category brand. Apr 15, 2025 ... Brand Extension : Meaning, Types, Strategies and Examples · 1. Line Extension: Involves introducing new products inside the identical product ... Brand extension is when an existing brand works to launch a new product that will be under the same brand name but different from the original offering of the ... The purpose of this study was to examine a traditional sport entity's (NBA franchise) esport brand extension (NBA 2K League team). Rather than offering a product in the same category, this type of brand extension involves the creation of new categories or a new line that works alongside the ...