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In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. [7] [8] In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. [9]
The marketing jargon for adding a product that is better quality than other products in the line is trading up or brand leveraging or up-market stretch. A line extension of lower quality is called trading down or down-market stretch. Trading down may reduce your brand equity by gaining short-term sales at the expense of long term sales. The ...
Line extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes. This is as opposed to brand extension which is a new product in a totally different product category. Line extension occurs when the company lengthens its ...
And our goal is to help our brands stretch further than they could on their own, but leveraging the unique brand DNA. So we were confident in our ability to to move those brands forward and really ...
In addition to NBA success, LaVar wanted to create his own shoe brand, which he named Big Baller Brand. LaVar had Lonzo wear those shoes for one season and then, long story short, Lonzo stopped ...
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Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc ...
The U.S. government's auto safety regulator has ended a 2 1/2-year investigation into Ford engine failures after the company replaced engines or extended the warranty on some vehicles. The ...