This study, along with replicating the Aaker and Keller's (1990) model, also examines the relationships of the variables at the brand level and compares the findings with some of the later studies conducted on the phenomenon of brand extension
to get additional insights.
But they aren't the only brand to have tip-toed onto the landmined territory that is "brand extension
." The basic ploy is to take an established brand name or identity -- one known for its excellence in a given category -- and to apply it in a totally different category.
The findings from this research have implications for manufacturers of moderate quality brands in particular, and brands that are pursuing growth opportunities by a brand extension
(1991): "A Process-Tracing Study of Brand Extension
Evaluation", Journal of Marketing Research, 28 (Febrero), pp.
In this case, independents should be more sensitive to a brand extension
with abstract features and contextually invariant traits, even if it is a cross-category extension, because product-level elements (e.g.
Additionally, when the brand extension
is perceived as similar, this results in favorable feedback of the positive evaluations towards the parent brand (Aaker, 1990), strengthening the basic relationship of the brand that makes it different and unique, reinforcing the brand image, contributing to the brand equity, and increasing purchases of products of the same brand (Buil et al., 2009).
While brand extensions
and licensing used to be considered two distinct branding strategies, extant literature suggests that licensing should be treated as an "external" brand extension
(Walsh et al., 2014).
Margins in the used-vehicle business have been temporarily pressured from AutoNation's "One Price" strategy rollout, and the company has incurred elevated selling, general and administrative (SG&A) costs as it implements its brand extension
According to Bridger, as a brand extension
of Rove Hotels, Rove Home will essentially share the same 'DNA', with a similar focus on design, connectivity, local neighborhood emphasis and accessible price points, but "targeting longer stays".
Its managing director, Audrey Tanco-Uy, one of this year's winners of the Mansmith Young Market Masters Award (YMMA), shares here her thoughts on diversification and brand extension
TLC will develop a long-term brand extension
strategy for Kodak focused on the audio-visual, technology, and communication sectors.
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