What Objective brand extension the competitive context? There are packaging and labeling efficiencies. How will you evaluate whether the research is providing you with the results you need? Originally offering pens, Bic chose to define its brand as disposables rather than office supplies and extended accordingly.
Audience Brand and marketing managers and academics interested in brand strategy and consumer decision making. He challenged management to think broadly about what was or could be their realm of domain pointing out the failure of the railroads to recognize they were in the transportation business.
An established brand name increases consumer interest and willingness to try new product having the established brand name. What are the behavior factors that will influence your decision-making?
Because the effects of negative impact from brand extension are tremendous and permanently. Because a small message dissonance would cause great failure of brand extension.
However, when we research these brands we find a range of properties that are associated with them - ingredients, benefits, attributes, expertise, etc. The risk perceived by the customers reduces. The company that makes a product has one database from which it perceives its brand.
What Business are they in? The company that makes a product has one database from which it perceives its brand. One mistake can damage all brand equity.
Advertising, promotion, and supplemental aspects of integrated marketing communications. Journal of Product and Brand Management. Also refer to your sample marketing plan at the end of Chapter 2. H"Extending brands with new product concepts: The Financials Section contains some good examples for you to follow.
From the line extension to brand extension, however, there are many different types of extension such as "brand alliance",  co-branding   or "brand franchise extension".
Even a high-quality brand name cannot be extended everywhere. The risk perceived by the customers reduces. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity.
The time and money spent on research on new Coca Cola could not evaluate the deep emotional attachment to the original Coca- Cola.
The process of exploring brand extensions represents a reasoned approach for selecting new categories a company might enter with their brands.Cannibalization is an important issue in marketing strategy when an organization aims to carry out brand extension. Normally, when a brand extension is carried out from one sub-category (e.g.
Marlboro) to another sub-category (e.g. Marlboro Light), there is an eventuality of a part of the former's sales being taken away by the latter. Brand Extension Marketing Plan. Subject: Business.
Topic: Brand Extension Marketing Plan. Introduction:The major project in this course is to complete a Brand Extension Marketing Plan for one new product on the behalf of an existing for-profit organization. Brand Positioning Strategy. Brand positioning is defined as the conceptual place you want to own in the target consumer’s mind — the benefits you want them to think of when they think of your brand.
Brand Extension Brand extension is a marketing strategy in which an organization that markets a product or service with a well-developed image uses the same brand name but in a different business category. Oct 20, · The key to any branding project -- whether a rebrand or brand extension -- is to understand the objective up front.
You never want to be in a position where you’re branding solely for looks and. A brand extension is when a company uses its leverage to launch a new product in a different category.
There are eight different brand extension strategies: Similar product in a different form.Download