Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company, but offers different benefits and/or targets a different segment. Brand extension brand extension is a strategy in which a firm launches a new or modified product with a well-developed image by using the established brand name in a same broad market organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name.
- introduction brand extension refers to the successful use of an already successful brand name to launch a modified or new product in a new market or niche the management of brands is a key element in product strategy in any given business, especially those that operate in highly competitive markets. The general argumentation behind using brand extension strategies lies in the existing brand associations that consumers hold in their memories, which can be used in the evaluation of the extension morrin (1999.
Brand extension can be defined as ‘the use of an established brand name on a new brand within the same broad market or product category’ by jobber (2007) and as stated by choi, et al (2010) a typical definition is ‘the use of an established brand name to enter new product categories or classes. Brand extension essays: over 180,000 brand extension essays, brand extension term papers, brand extension research paper, book reports 184 990 essays, term and research papers available for unlimited access the purpose of this essay is to examine the brand concept and why it is important for marketers to have a great understanding of what. Essay on the right brand extension strategy for improved company performance - introduction when a firm innovate and develop a new product, a strategy is needed to sell the product effectively furthermore, the company should create unique characteristics for the product so that the customers will be attracted to the product.
Since this product is a brand extension, a new line for this item will be carried in all warehouses in this specific market snyder’s-lance will take responsibility for distribution in the areas where we have independent operators, such as houston, san antonio, and corpus.
This assignment is based on brand extension area of brand management the chief objective of this research study is to examine the concept of brand extension, merits and potential risk of brand extension.
Brand extension as a growth strategy has been employed in many companies and has increased its popularity in the recent decades it also has gained a lot of attention from academic field the use of established brand names to enter new product categories or classes is defined as brand extension (keller and aaker, 1992) brands [. Free brand extension papers, essays, and research papers.