The Concept of Brand Extension Why do companies use brand extension?

Mar 5, 2024 ... Brand extension term refers to the approaches and strategies brands use to get bigger and increase their market share. Jun 8, 2021 ... There are plenty of directions in which to take this to monetise a trusted brand. Here, we take a look at seven media companies who are successful in this area. 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 ... May 11, 2023 ... Brand extension, also called brand stretching, is a marketing strategy companies use to apply their recognizable brand name to a new product or service. Feb 15, 2024 ... A brand extension strategy is when a company uses the same brand name but in a different business category. Sometimes called brand stretching, ... A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Aug 17, 2022 ... Brand stretching involves introducing a new product into the market that is similar to an existing product in terms of functional benefits, but ... 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 ... The purpose of this study was to examine a traditional sport entity's (NBA franchise) esport brand extension (NBA 2K League team). Sep 6, 2012 ... ... brand extension with irrelative task. Participants faced two sequential stimuli in a pair consisting of a soft drink brand name (S1) and a ...