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An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. [1]
Cannibalization is an important issue in marketing strategy when an organization aims to carry out brand extension.Normally, when a brand extension is carried out from one sub-category (e.g. Marlboro) to another sub-category (e.g. Marlboro Light), there is an eventuality of a part of the former's sales being taken away by the latter.
Examples of brand names which have proved unsuitable for use in most English-speaking countries have included: [3] Alu-Fanny, a French aluminium foil; Barfy, a brand of frozen hamburgers in Argentina; Bimbo, a Mexican brand of bread; Calpis, a Japanese soft drink; Crapsy Fruit, a French breakfast cereal; Atum Bom, a Portuguese brand of tinned tuna
However, the N-Gage brand still suffered from a poor reputation and the QD did not address the popular complaint that the control layout was "too cluttered". The N-Gage failed to reach the popularity of the Game Boy Advance, Nintendo DS, or the Sony PSP. In November 2005, Nokia announced the failure of its product, in light of poor sales (fewer ...
Many luxury brands maintain their reputation through brand extension. A brand extension is the use of an established brand name to introduce a new product or service. [3] Luxury brands use this strategy in order to reach a larger audience that may not be exposed to these luxury brands. Consequences of brand extension activity while a company is ...
Endorsed brands, and sub-brands – For example, Nestle KitKat, Cadbury Dairy Milk, Sony PlayStation or Polo by Ralph Lauren. These brands include a parent brand—which may be a corporate brand, an umbrella brand, or a family brand – as an endorsement to a sub-brand or an individual, product brand. The endorsement should add credibility to ...
Rebranding is a marketing strategy in which a new name, term, symbol, design, concept or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, competitors, and other stakeholders. [1]
Virgin is one of the world's most recognized brands, which has used various types of brand extensions, including umbrella branding. Virgin has 33 branches that operate under the Virgin name; however, the practice of umbrella branding is observed in their industry-specific brands (e.g. Virgin Drinks , which was a subsidiary of Virgin Group that ...