Potential Issues with Category Extensions How do companies decide to use brand extension?

Elevated Sub-brand Lockups. A sub-brand may choose to remove the brand extension and affiliate with the university by displaying the masterbrand mark and the ... We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ... Examined factors that influence consumer perceptions of a brand extension that are specific to the brand itself. Three experiments explored the importance ... Mar 3, 2025 ... Brand extension is a marketing strategy in which a company uses an established brand name on a new product in a related or unrelated category. Brand extension is the use of an existing brand name and logo on a new product. The original brand identity is called the parent brand, and the new products are ... Dec 20, 2024 ... Vim is a famous household dish washing brand. The immediate reaction from my team members was this is stretching a dish washing brand too far ! Brand extension is when an existing brand works to launch a new product that will be under the same brand name but different from the original offering of the ... May 9, 2023 ... We explore how companies can devise more successful brand extension strategies in terms of contextual factors (parent brand, extension, communication, and ... 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 ... Jan 6, 2015 ... Here are three questions to ask to help you decide if your next brand extension will profit or perish.