Sustainability-Driven Brand Extensions

A brand extension, by contrast, occurs when an existing brand launches a product into an entirely new category. You've won over customers with a great product ... 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. 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 ... the process of using an existing brand name to introduce new products or services. One of the country's leading radio groups is planning brand extension into ... These examples showcase how brands can step into new territories or product categories while maintaining a coherent brand image and leveraging their existing ... 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 ... 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. 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. The key difference between a Brand Extension and a Sub Brand lies in how much effort, attention and detail is brought to that secondary product in relation to ... 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 ...