Extending a Brand Through Sensory Experiences

Brand Extension Strategy involves launching new products or services under an existing brand name. It leverages brand equity to enter new markets or categories. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... Apr 5, 2012 ... Ries & Trout Were Wrong: Brand Extensions Work · First, an extension can enhance the brand associations rather than detract from it. · Second, ... Brand expansion leverages your established brand to reach new segments and increase market share. In contrast, brand extension uses brand equity to launch new ... May 9, 2023 ... We explore how companies can devise more successful brand extension strategies in terms of contextual factors (parent brand, extension, communication, and ... Jul 15, 1990 ... This article is an overview of the brand extension decision and its possible outcomes — the good, the bad, and the ugly ... Mar 11, 2019 ... Brand extension is a marketing strategy that involves a company using its well-established brand name or image to introduce a new product or product categories ... Brand stretch is the introduction of a product or service that is very similar to the originals, where as a brand extension is a diversification into a ... Feb 21, 2019 ... Tuck professor Kevin Lane Keller talks the strategy behind brand stretch or, building a multi-category brand. 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 ...