How Co-branding Can Support Brand Extension

A brand extension uses the brand on a new market offering that's in a different product category. Sep 6, 2012 ... ... brand extension with irrelative task. Participants faced two sequential stimuli in a pair consisting of a soft drink brand name (S1) and a ... Ries takes the view that brand extensions are almost invariably dangerous, hardly ever work, and mostly weaken the parent brands from which they draw their ... 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 ... Elevated Sub-brand Lockups. A sub-brand may choose to remove the brand extension and affiliate with the university by displaying the masterbrand mark and the ... Mar 20, 2024 ... Range extension as a symbol of luxification ... For example, a high-end fashion brand may extend its range to include accessories such as handbags ... May 9, 2023 ... We explore how companies can devise more successful brand extension strategies in terms of contextual factors (parent brand, extension, communication, and ... Jan 10, 2023 ... This brand penalty effect arises because as compared to incremental theorists, entity theorists are motivated to view brands as a cohesive group ... We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. May 23, 2016 ... between two types of brand extensions: line and brand extension. Brand extension is defined by Keller and Aaker (1992) as “use of established ...