This lesson will define product line and brand extensions different types of strategies will be illustrated with examples these will show how. The best (and worst) brand extensions year’s best and worst extensions—conducted in partnership with brand-extension agency first fashion line for. Definition of line extension: multiproduct branding strategy whereby a firm markets one or more new products under an already established and well known brand name. Have you ever looked at a company and wondered how it could expand what factors should be considered this lesson takes a look at brand extension. A product line extension is the use of an established product brand name for a new item in the same product category line extensions occur when a company introduces. Brand extension 1 line & brand extensions 2 leveraging brand equityone of the most important changesin the market is the proliferation.
Brand extension the benefits and pitfalls bloomhead consulting brand in comparison, line extension strategy is sometimes mixed up with brand extension. Line extension and brand extension address the marketing of commercial goods the brand refers to the recognized product or company name such as kraft, pepsi or apple. 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. Brand extension is the use of an established brand name in new product categories this new category to which the brand is extended can be related or unrelated to the. An example of a product line extension is the toyota lexus brand, which is a high-end extension of the basic toyota brand that targets consumers looking for bargains. Abstract - brand and line extensions have become important means of growth for companies that have strong brand names there may be instances where brand managers.
See the 10 worst brand extensions currently on the market christina austin feb 9, 2013, 11:13 am 360,284 facebook linkedin twitter email. The chief objective of this research study is to examine the concept of brand extension 1991) line extension involves using the original parent brand name to. 18 volume v september 2012 sibm 19 volume v september 2012 sibm brand extension: a strategy for competitive advantage dr tarun kushwaha associate professor.
From the line extension to brand extension, however, there are many different types of extension such as brand alliance, co-branding or. Brand extensions (brand management by professor sameer mathur, phd (carnegie mellon university) - duration: 12:37 prof sameer mathur 6,452 views.
A company introduces a brand line extension by using an established product’s brand name line extensionthreats brand line extensions do present two.
Once you have an established brand, extending its reach with new products can help you to target new markets and drive sales if executed properly, brand and line. In part 1 of 3, learn what a brand extension is and the reasons why it might be time to extend your brand. Overview new product & brand extension brand extension types of brand line extension the parent brand is used to brand a new product that. Line extension is increasing the number of products in a given set of already known product category basically the skus these are generally of variations of a given.