brands - brand extension and stretching

Topics:
Brand Management
Tags:
Brand,
Brand Extension,
Branding,
Marketing
Source:
Internet Center for Management and Business Administration

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Overview: The article is about Brand extension and brand stretching. Marketers have long recognised that strong brand names that deliver higher sales and profits (i.e. those that have brand equity) have the potential to work their magic on other products. The two options for doing this are usually called “brand extension” and “brand stretching”. Brand extension refers to the use of a successful brand name to launch a new or modified product in a same broad market. Brand stretching refers to the use of an established brand name for products in unrelated markets.

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Format: HTML | Size: 13KB | Date: Jan 2003 | Pages: 23

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