Brand Extension Introduction

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In the process of designing product strategies, the name and identification number of a product are always considered. Kotler 2008 also highlights this fact as it is well adressed by manufacturing companies that their product brand contain power , attracted from market. The American marketing association acknowledges brand as: the means of differentiation between sellers in terms of name , mark, phrase , symbol, sigh , any combination of these or any other feature of the product. Brand extension means using a prosperous brand image for a new and different product class ( arselan And altuna 2008).

Brand extension is an action plan using existing and well recognized brand name to launch a completely distinct product class(guoqun and jiali, 2007
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The morecexposure of brand extension can be seen in fast moving consumer goods segment (fmcgs) such as personal care products (Ambler and styles, 1997) . Myriad academic studies have increasingly indulge in exploring phenomena of prosperous brand extension dimension and consumer reactions towards it (Aaker and keller, 1990;Ambler and style , 1997; barone ,2005 ;bottomley and Holden , 2001;fedoekhin , park and Thomson , 2008) . In branding literature there exist a wast horizon of knowledge related to brand extension and increasingly researchers are directing their efforts to investigate it (czellar , 2003) . The affiliation of new product with existing brand can improve consumer knowledge and can reduce their reluctance and confusion to shop that new product . Keeping this in mind corporate world is increasingly indulging in brand extension and facing its consequences in terms of success and failures . Strategic importance of brand extension cannot be denied because it has risks ( invitation to failures) and opportunities as well. A defective decision would lead to detrimental affiliations that may be costly to replace ( ries and trout , 1981) . The consequences of failure may not be limited to new brand but they could also effect establish brand by dilution or spoiling its image (Ambler and styles, 1997 ;Martinez and chernatony , 2009) . Depending on product market and situations corporations are using different extension method either it be horizontal or vertical brand extension . Brand extension should be based on compatibility between parent and extended brand . If the extended brand matched with the parent brand then it 's acceptability or progress may be high .

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