Brand Extensions
- Topics:
- Brand Management
- Source:
- MarketingProfs
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Overview: This article mainly discusses Brand Extensions. Brand extensions have many benefits. First, they let a marketer take a well-known brand with well-known quality perceptions and associations and put it on a brand in a new category. Second, consumers who favorably evaluate a parent brand are more willing to try to adopt the brand extension than an unfamiliar brand in the same category. However, some feel that Brand Extension is not wrathful. This article provides the argument against it. Obviously, brand extension decisions are complicated. However, hopefully, they are better informed and have fewer adverse effects on the equity of the brand if these issues are considered.
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Format: HTML | Date: Jan 2003 | Pages: 1
