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The company can extend its product line down-market stretch, up-market stretch, or both ways. Product line extensions are a process where companies with an established brand alter the factors of a product or products to satisfy a refined segment in the market. [1] There are two types of product line extensions, horizontal and vertical.
From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", [12] co-branding [13] [14] or "brand franchise extension". [15] Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc.
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 ...
Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall) is the ability of the customer retrieving the brand correctly from memory. [11] Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to ...
3 Brand Equity section. 4 Brand Extension Failure. ... Brand extension. Add languages. Page contents not supported in other languages. Article;
They were first introduced in 1998, and were marketed using the Lay's, Ruffles, Doritos, and Tostitos brands. Although initially popular, charting sales of $400 million in their first year, they subsequently dropped to $200 million by 2000, as Olestra caused "abdominal cramping, diarrhea , fecal incontinence ["anal leakage"], and other ...
Here’s a rundown of 19 budget-friendly items for under $50 and with a few dollars left over, there’s even room for a little treat. These Aldi items are a must for retirees on a budget.
A diffusion line (also known as a bridge line) [1] is a secondary line of merchandise created by a high-end fashion house or fashion designer that retails at lower prices. [2] These ranges are separate from a fashion house's "signature line", or principal artistic line, that typically retails at much higher prices.