Extending a Brand into Very Different Categories

Dec 1, 2014 ... The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. These examples showcase how brands can step into new territories or product categories while maintaining a coherent brand image and leveraging their existing ... Jun 3, 2024 ... Currently, "brand extension" means any brand that incorporates all or a substantial part of the unique features of a preexisting brand, ... Apr 5, 2012 ... Ries & Trout Were Wrong: Brand Extensions Work · First, an extension can enhance the brand associations rather than detract from it. · Second, ... the process of using an existing brand name to introduce new products or services. One of the country's leading radio groups is planning brand extension into ... 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 ... 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. Rice Center for Leader Development. The Corps of Cadets Major General W. Thomas Rice ... 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 ... Aug 4, 2021 ... When you can tie in your new product or service idea with your current brand, you can avoid the time and cost of developing that same product ...