Lessons from Brand Extension Successes and Failures

A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Mar 6, 2023 ... Brand extension is a marketing strategy in which a company uses its established brand name to launch a new product or line of products. Oct 18, 2018 ... Brand extension authenticity represents a consumer's sense that a brand extension is a legitimate, culturally consistent extension of the parent ... A simple brand extension definition defines this process as a company using its brand equity, reputation, recognition, and image to introduce a new product or ... 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 ... 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 ... 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 ... 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 ... A brand extension is a savvy marketing strategy that sees a company leverage its well-established brand name and brand loyalty to produce fresh offerings.