Things to Watch Out For in Extension Strategies

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 ... 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 ... 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 ... Sep 12, 2018 ... A brand extension strategy can be a great way to tap into the full potential of your business, by exploring new niches, products, and services. Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... Mar 2, 2021 ... Brand dilution is when a company's brand equity diminishes due to an unsuccessful brand extension, which is a new product the company develops. Feb 6, 2023 ... A brand extension strategy involves using an established brand to launch a new product. The new product isn't related to the brand's flagship product. A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Jan 10, 2023 ... This brand penalty effect arises because as compared to incremental theorists, entity theorists are motivated to view brands as a cohesive group ... Apr 5, 2012 ... Ries & Trout Were Wrong: Brand Extensions Work · First, an extension can enhance the brand associations rather than detract from it. · Second, ...