has been defined as a strategy whereby an established brand name is used to launch a new product and which is crucial in enhancing brand value and equity (Volckner & Sattler, 2006, p.
Nature resorts has been inspired by the Emirates One&Only Wolgan Valley in Australia, where into this 40-key hotel in the middle of the Blue Mountains, we have been able to understand the market of rare locations, very, very unique, soft experiences, amazing services, " Zuber disclosed, when asked about the driving factor behind the brand extension
strategy during an exclusive interview with Hotelier Middle East .
It has been suggested that the success of a brand extension
will rely on a variety of factors.
strategies are seen as beneficial because of marketing efficiencies such as reduced new-product introduction expenditure and increased possibility of success (Aaker 1990).
The brand extension
theme has been much studied in relation to the goods sector (AAKER, KELLER, 1990; KELLER, 2003; BATRA, LENK, WEDEL, 2010).
During the past decade, net new food and beverage introductions yielded an average 9% more in year-one sales versus brand extensions
The move will accelerate Quindell's growth in brand extension
services to brokers, it said.
Beyond being a crowd favorite, this brand extension
generated huge awareness for the Nestl' Crunch brand.
strategy is utilised when a firm employs an established brand name to introduce a new product in a different product category.
Cannibalization of the parent brand is one of the major risks involved in brand extension
In these circumstances, a popular alternate approach is the brand extension
strategy, which is the use of an existing brand name for launching a product in a new category (Aaker and Keller, 1990).
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