strategies are seen as beneficial because of marketing efficiencies such as reduced new-product introduction expenditure and increased possibility of success (Aaker 1990).
Practice areas include brand extension
+ retail development, research + insights, design + identity, and operations + governance.
The brand extension
theme has been much studied in relation to the goods sector (AAKER, KELLER, 1990; KELLER, 2003; BATRA, LENK, WEDEL, 2010).
Despite the risks involved, many times brand extension
decisions may be made with a myopic focus in hopes of realizing all of the benefits that come with a successful brand extension
strategy is utilised when a firm employs an established brand name to introduce a new product in a different product category.
It's no coincidence that many involve small or quirky brands and that the brand names tend to be writ large (unlike New Covent Garden's Sprout or Coca-Cola's Dasani, the example many experts cite as one of the earliest and biggest UK brand extension
Pet products, home furnishings and coffee were among the best nonprofit brand extensions
last year, according a recent survey.
The Michelin brand name is an asset," said Patrick Lepercq, director of Michelin's brand extension
FASTSIGNS International decided to test a brand extension
to see if it could help high production capacity FASTSIGNS centers capture larger projects and larger customers, in different industry segments.
When a company or organization attaches their brand name to a newly created product which exists in a new product category, this is commonly referred to as a brand extension
The PC Plus brand extension
, PC Helpdesk, covers areas such as Windows 98, ME, NT, 2000 and XP as well as Microsoft Office and various hardware, software and Internet-related topics.
titles on brand extension
strategies, finding appropriate licensing partners, negotiating licensing agreements and supervising development of products and services bearing Time Inc.