The Role of Market Research in Brand Extension Decisions

Brand stretch is the introduction of a product or service that is very similar to the originals, where as a brand extension is a diversification into a ... Mar 20, 2024 ... Range extension as a symbol of luxification ... For example, a high-end fashion brand may extend its range to include accessories such as handbags ... Jul 15, 1990 ... This article is an overview of the brand extension decision and its possible outcomes — the good, the bad, and the ugly ... We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. 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 ... 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, ... 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. These examples showcase how brands can step into new territories or product categories while maintaining a coherent brand image and leveraging their existing ... We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ... 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.