Empowering Employees to Represent Brand Extensions How can companies use brand extension to revitalize aging product lines?

Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... 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 ... Dec 2, 2024 ... What Is Brand Extension? Brand extension is a marketing strategy where a company uses its existing brand name to introduce a new product or ... Jan 6, 2015 ... Here are three questions to ask to help you decide if your next brand extension will profit or perish. Dec 1, 2014 ... The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. Brand expansion leverages your established brand to reach new segments and increase market share. In contrast, brand extension uses brand equity to launch new ... Oct 31, 2022 ... When an already well established brand uses its name to extend outwards into other product categories, this is what is called brand extension. Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to ... Nov 1, 2022 ... A brand extension is one type of extension strategy that companies may use to increase revenue, find new customers, grow their share of the ... Jul 15, 1990 ... This article is an overview of the brand extension decision and its possible outcomes — the good, the bad, and the ugly ...