Managing Multiple Brand Extensions Effectively

Nov 1, 2022 ... A brand extension is one type of extension strategy that companies may use to increase revenue, find new customers, grow their share of the ... Virginia Tech's brand architecture has six levels. At the top of the architecture is the university brand, followed in order by primary brand extensions. A line extension can reinvigorate a product line, bringing it back into the public awareness by drawing new customers and higher profits. A brand extension can ... 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. We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. 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 ... Apr 5, 2012 ... Ries & Trout Were Wrong: Brand Extensions Work · First, an extension can enhance the brand associations rather than detract from it. · Second, ... Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to ... A line extension (also known as product line extension) is a newcomer launched in the market by a company with an established brand in the same product category ... 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 ...