Understanding Category Extensions

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 ... Prior research has inferred that parent brand equity and extension fit are the two key success drivers; however, empirical findings are mixed. Drawing on ... Dec 20, 2024 ... Vim is a famous household dish washing brand. The immediate reaction from my team members was this is stretching a dish washing brand too far ! Aug 28, 2024 ... Extensions work when brands have "the authority" that can only come from from the consumer and has to be consistent with the brand's equity. The purpose of this study was to examine a traditional sport entity's (NBA franchise) esport brand extension (NBA 2K League team). How does brand extension work? · Identify opportunities: Look for gaps in the market or areas where your current brand could naturally fit. · Develop the ... 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 ... Jun 3, 2024 ... Currently, "brand extension" means any brand that incorporates all or a substantial part of the unique features of a preexisting brand, ... A line extension (also known as product line extension) is a newcomer launched in the market by a company with an established brand in the same product category ... 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 ...