Maintaining Brand Integrity in Extensions

Brand Extension. Rice Center for Leader Development. The Corps of Cadets Major General W. Thomas Rice ... A brand extension leverages the reputation, popularity, and brand loyalty associated with a well-known product to launch a new product. To be successful, there ... Brand expansion leverages your established brand to reach new segments and increase market share. In contrast, brand extension uses brand equity to launch new ... Oct 18, 2018 ... Brand extension authenticity represents a consumer's sense that a brand extension is a legitimate, culturally consistent extension of the parent ... brand extensions, ; sub-brands, and development of new products. It provides a road map for ; brand identity development and design, and reminds consumers of the ... 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 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 ... Jan 10, 2024 ... A brand extension is a marketing tactic that organizations use to expand their offerings or introduce new products. We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ... Aug 9, 2013 ... This article proposes and explains a new taxonomy for retailers to conduct brand extensions, based on a detailed examination of over one hundred retail brand ...