Understanding the Distinction Between Sub-brands and Extensions

Examined factors that influence consumer perceptions of a brand extension that are specific to the brand itself. Three experiments explored the importance ... In brand extension licensing, the licensed product assumes the identification of the brand to the consumer or end-user, and the retailer. Co-branding is the ... Mar 3, 2025 ... Brand extension is a marketing strategy in which a company uses an established brand name on a new product in a related or unrelated category. Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to ... Feb 9, 2021 ... The GLM-based fMRI analyses revealed the lateralized activation of the insula cortex in a way that positive and negative evaluation activated ... Elevated Sub-brand Lockups. A sub-brand may choose to remove the brand extension and affiliate with the university by displaying the masterbrand mark and the ... We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ... 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 ... A line extension can reinvigorate a product line, bringing it back into the public awareness by drawing new customers and higher profits. A brand extension can ... The key difference between a Brand Extension and a Sub Brand lies in how much effort, attention and detail is brought to that secondary product in relation to ...