Leveraging Extension Success to Benefit the Parent Brand

Brand extension ... Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same ... 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 ... A Brand Extension works well when you're not known for any one particular style. This can be a great approach for the generalist brewery who makes a wide ... 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. 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. 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 ... Dec 1, 2014 ... The study found a two-stage categorization process reflected by the P2 and N400 components in brand extension evaluation. 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 Strategy involves launching new products or services under an existing brand name. It leverages brand equity to enter new markets or categories. 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 ...