How Over-Extension Can Weaken a Brand

Dec 10, 2019 ... The current research suggests color as a moderator of perceived similarity and explores the influence of color on the evaluations of brand extensions. A brand extension uses the brand on a new market offering that's in a different product category. 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 ... Examined factors that influence consumer perceptions of a brand extension that are specific to the brand itself. Three experiments explored the importance ... May 11, 2023 ... Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. Mar 5, 2024 ... Brand extension term refers to the approaches and strategies brands use to get bigger and increase their market share. These examples illustrate how leveraging existing brand equity can lead to significant market expansion and customer base extension. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... 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. Brand Extension. Rice Center for Leader Development. The Corps of Cadets Major General W. Thomas Rice ...