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- Brand_extension abstract "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 (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category.A brand's \"extendibility\" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such as Virgin Megastores.In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity.While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family.Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has a tried and trusted brand name on it. This means the market is catered for as they are receiving a product from a brand they trust and Coca-Cola is catered-for as they can increase their product portfolio and they have a larger hold over the market in which they are performing in.".
- Brand_extension wikiPageID "4804295".
- Brand_extension wikiPageLength "19358".
- Brand_extension wikiPageOutDegree "29".
- Brand_extension wikiPageRevisionID "707665754".
- Brand_extension wikiPageWikiLink Arm_&_Hammer.
- Brand_extension wikiPageWikiLink Associative_network_theory.
- Brand_extension wikiPageWikiLink Brand.
- Brand_extension wikiPageWikiLink Brand_equity.
- Brand_extension wikiPageWikiLink Category:Brand_management.
- Brand_extension wikiPageWikiLink Category:Branding_companies.
- Brand_extension wikiPageWikiLink Category:Company_spin-offs.
- Brand_extension wikiPageWikiLink Category:Product_management.
- Brand_extension wikiPageWikiLink Co-branding.
- Brand_extension wikiPageWikiLink Coca-Cola.
- Brand_extension wikiPageWikiLink Consumer_evaluation_of_brand_extension.
- Brand_extension wikiPageWikiLink Core_brand.
- Brand_extension wikiPageWikiLink Jell-O.
- Brand_extension wikiPageWikiLink Linen.
- Brand_extension wikiPageWikiLink Marketing.
- Brand_extension wikiPageWikiLink Nike,_Inc..
- Brand_extension wikiPageWikiLink Pepsi.
- Brand_extension wikiPageWikiLink Ralph_Lauren.
- Brand_extension wikiPageWikiLink Ralph_Lauren_Corporation.
- Brand_extension wikiPageWikiLink Sodium_bicarbonate.
- Brand_extension wikiPageWikiLink Soft_drink.
- Brand_extension wikiPageWikiLink Sony.
- Brand_extension wikiPageWikiLink Spin-off_(media).
- Brand_extension wikiPageWikiLink Virgin_Group.
- Brand_extension wikiPageWikiLink Virgin_Megastores.
- Brand_extension wikiPageWikiLinkText "Brand extension".
- Brand_extension wikiPageWikiLinkText "being extended".
- Brand_extension wikiPageWikiLinkText "brand extension".
- Brand_extension wikiPageWikiLinkText "extend".
- Brand_extension wikiPageWikiLinkText "extended the range".
- Brand_extension wikiPageWikiLinkText "extended".
- Brand_extension wikiPageWikiLinkText "product extension".
- Brand_extension wikiPageWikiLinkText "spin-off publication".
- Brand_extension wikiPageWikiLinkText "spin-off".
- Brand_extension wikiPageWikiLinkText "spun off".
- Brand_extension wikiPageUsesTemplate Template:Main.
- Brand_extension wikiPageUsesTemplate Template:Marketing.
- Brand_extension wikiPageUsesTemplate Template:Reflist.
- Brand_extension subject Category:Brand_management.
- Brand_extension subject Category:Branding_companies.
- Brand_extension subject Category:Company_spin-offs.
- Brand_extension subject Category:Product_management.
- Brand_extension hypernym Strategy.
- Brand_extension type Company.
- Brand_extension type VideoGame.
- Brand_extension type Brand.
- Brand_extension type Company.
- Brand_extension type Redirect.
- Brand_extension type Spin-off.
- Brand_extension comment "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 (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops.".
- Brand_extension label "Brand extension".
- Brand_extension sameAs Q866188.
- Brand_extension sameAs Markentransfer.
- Brand_extension sameAs ブランド拡張.
- Brand_extension sameAs Merkextensie.
- Brand_extension sameAs m.0cp05_.
- Brand_extension sameAs Q866188.
- Brand_extension sameAs 延伸品牌.
- Brand_extension wasDerivedFrom Brand_extension?oldid=707665754.
- Brand_extension isPrimaryTopicOf Brand_extension.