Enhanced brand equity through brand extension, measures the effects of the brand extension strategy on brand equitythe empirical study investigate the impact of the three important factors constitute brand extension on. The role of brand logos in ﬁrm performance brand extensions this paper builds on extant research by examining the impact of brand. Positive and negative effects of brand extension and co-branding when do brand extensions have a negative impact journal of marketing, 57 (july), 71-84. The impact of taj brand extension strategy on consumers' attitudes toward the new product(s) the results indicated that the brand extension strategy affects consumers' attitudestoward the new product(s). Launching brand extensions are a bit like having kids - just because you can doesnt mean you should but if the conditions are right,.
The negative impact of brand extension would cause a great damage to parent brand and brand family from a manager and marketer's perspective, an operation of branding should maintain brand messages and associations within a consistency and continuum in the long way. Consumer evaluations of brand extension: the impact of brand relationships quality and naming strategy january april 2009 esic market affect consumers' extension evaluations. The impact of co-branding on customer evaluation of brand extensions 33 pages the impact of co-branding on customer evaluation of brand extensions download.
Abstract in this article, the author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counterextensions a counterextension is a brand extension that is launched into category a by brand 2 that belongs to category b in a reciprocal direction to a launch of a previous extension into category b by brand 1 that belongs to category a. A product line extension is the use of an established product brand this can either be a positive or negative impact on the brand depending on which industry and. An important decision which will have most of the time an impact on the companies' sales and advantages and disadvantages of brand extension strategy.
In recent years, companies have been using brand extensions as a strategy for launching new products the reason why this strategy has been popular is the fact that it decreases the risk of. The impact of brand value on financial performance through internationalization and brand extensions (see eg aaker, 1991) the impact of brand quality on (3. View essay - research paper_ brand extension impact on original brand from history 305 at university of phoenix brand extension impact on the value of the original brand brand extension impact on. An appropriate line-extension strategy for a brand requires the discipline to evaluate the true costs, in terms of both immediate economic considerations and long-term impact on brand equity.
The emergence of a relational paradigm necessitates an analysis of brand extensions from the standpoint of their impact on potential consumer relationships with a parent brand the current study. - part one: impact of brand extensions on brand equity in today's competitive marketplace it is vital to have a strong brand name when a company develops a strong brand name of a certain product category they start thinking about the brand extensions, which will help the firm to capture new and unexplored market segments. Brand extension and growth strategies mmr strategy group conducts brand extension surveys to measure expectations and attitudes for potential brand extensions, as well as the impact that these extensions might have on the original brand. First, an unsuccessful brand extension can have a negative impact on acceptance of subsequent extensions, although again these effects are only evident when the.
Read the impact of brand extensions on brand personality: experimental evidence, european journal of marketing on deepdyve, the largest online rental service for scholarly research with thousands of academic publications available at your fingertips. Relationships between brand equity and brand extension success can be found 8 researches show that a brand's equity has an impact on the success of extensions: carolin (2007) argues that higher brand equity has higher chance for extension success. Impact of brand extension on brand personality of coca cola - free download as word doc (doc / docx), pdf file (pdf), text file (txt) or read online for free. Impact of self and temporal construal on brand categorization and extension evaluation by pronobesh banerjee submitted to the graduate degree program in business and.
Despite the growing prevalence of corporate branding activity, we have limited evidence for the impact of corporate-level associations on the success of brand extensions this article reports a laboratory experiment that we conducted to examine the effects of three types of corporate marketing. The author argues that a successful extension reduces the perceptual separation between the parent and extension categories, improves the fit between the two, and facilitates customer acceptance of a counterextension. In recent years, companies have been using brand extensions as a strategy for launching new products the reason why this strategy has been popular is the fact that it decreases the risk of failure of new products, because consumers initially are more willing to accept products marketed under known brands.