Using Licensing to Expand Brand Reach

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, ... We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. In order to evaluate the genuineness of an unrestricted product, or service brand extension of a product (e.g., liquor and tobacco) whose advertising is ... Mar 6, 2023 ... Brand extension is a marketing strategy in which a company uses its established brand name to launch a new product or line of products. Feb 21, 2019 ... Tuck professor Kevin Lane Keller talks the strategy behind brand stretch or, building a multi-category brand. 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 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. Jun 8, 2021 ... There are plenty of directions in which to take this to monetise a trusted brand. Here, we take a look at seven media companies who are successful in this area. Dec 15, 2014 ... Because liberals are more open to new experiences, and tend to seek novelty, while conservatives show stronger preferences for order, structure, ... Apr 15, 2025 ... Brand Extension : Meaning, Types, Strategies and Examples · 1. Line Extension: Involves introducing new products inside the identical product ...