Brand Extensions: Marketing In Inner Space
- Topics:
- Brand Strategy
- Tags:
- Brand,
- Brand Extension,
- Branding,
- Marketing
- Source:
- Interbrand
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Overview: From the executive summary: ‘Stretching brands intelligently onto relevant products that reaffirm core brand values allows consumers to embrace the brand as part of their everyday lives. Marketing in the inner space, gives brand a more intimate, personal relationship with the consumer than their competitors enjoy. Successful brand extension requires both fit and leverage. Fit occurs when the functional values of the core brand can be applied to the new product category. And, leverage is the added value that the core brand brings to the category.’ The paper examines the dynamics of brand extension.
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Format: HTML | Date: Jan 2003 | Pages: 1
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