Radical Brand Extensions into Unrelated Sectors

The purpose of this study was to examine a traditional sport entity's (NBA franchise) esport brand extension (NBA 2K League team). We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. 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 ... 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 ... 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. 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 ... These examples illustrate how leveraging existing brand equity can lead to significant market expansion and customer base extension. Evaluations of brand extensions were influ- enced both by the extension's similarity to the brand's current products (brand ex- tension typicality) and by the ... 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 ...