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Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
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 ...
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 ...
Brand image is a big contributing factor when it comes to product line extension. Within downward extension it can make the brand seem less luxurious, cheap, basic, and inconsistent. In a study, [ 1 ] the results revealed when high status brands downward extend their product line, consumers feel a sense of dishonesty and untrustworthy towards ...
Masstige is a marketing term meaning downward brand extension. The word is a portmanteau of the words mass and prestige and has been described as "prestige for the masses". The term was popularized by Michael Silverstein and Neil Fiske in their book Trading Up and Harvard Business Review article "Luxury for the Masses". [ 1 ]
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Individual branding, also called individual product branding, flanker brands or multibranding, is "a branding strategy in which products are given brand names that are newly created and generally not connected to names of existing brands offered by the company."
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