Brand Migration Case Study
2.6. Brand Migration: The significance of brand migration is tremendous. ‘Success comes by successfully completing one thing at a time’. If a company succeeds with a brand, that success can be replicated in the other product category. This success does not happen by chance, it requires some intelligent planning to leverage the existing good name. In other words, it is not automatic. According to Lindstrom (2009), it takes a lot more strategic intelligence than simply plastering a logo on the new product. A logo might carry some weight, but the fact is that not even the most powerful brands can be secure in a courageous product migration by investing trust in the brand alone.
According to Aaker (2004), When a brand appears in another field
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Product Involvement: When a consumer is involved in a product he will be ready to study the product, understand the latest trends and appreciates better all the quality measures put in place by the manufacturer. Once he believes in a brand, his loyalty will be total. Product involvement can influence the decision of consumers about the product. The implication of this is that manufacturers should carry out a lot of product involvement activities and this will go a long way to increase brand loyalty. If the product fails to leave up to expectation, the drop in sales will be significant because consumers play much hope on this …show more content…
A logo might carry some weight, but the fact is that not even the most powerful brands can be secure in a courageous product migration by investing trust in the brand alone. The phenomenon of “brand migration” is relatively recent and has been quickened by the globalization in which the world economy is immersed. Academic literature still does not reflect this phenomenon as an isolated fact in business. However, there is extensive literature on brand-related issues, such as brand values, architecture, and extensions. The migration process exists because the brand has a value; otherwise, it would not need to migrate. (Aventin, Lobera & Olmos 2011) . It is used interchangeably with a brand extension or brand stretching. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity
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