Trademark Issues and Brand Extensions

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 ... We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. Jul 15, 1990 ... This article is an overview of the brand extension decision and its possible outcomes — the good, the bad, and the ugly ... A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. 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 ... Aug 9, 2013 ... In essence, horizontal brand extensions describe those where a brand has diversified beyond its existing product class or market. In contrast, a ... Beanstalk is a global brand licensing agency. For over 30 years, we have been helping leading brands, manufacturers and retailers strengthen their ... Support your customers in their desire to navigate store in search for the favorite brands. Let shoppers filter products by trademarks to speed up reaching the ... We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ... Brand extension is the use of an existing brand name and logo on a new product. The original brand identity is called the parent brand, and the new products are ...