Impact of brand extensions

Therefore, according to McLuhan cool media include televisionas well as the seminar and cartoons. Consumers categorise new information into specific brand or product class label and store it.

And, if there is a spillover effect, they asked what are the potential risks or benefits to the parent company. Every marketer should pursue the long term equity and pay attention to every strategy in detail.

They offered frozen cookie dough, moving backwards as a vertical extension. Kellogg offered Rice Krispies Treats ready-to-eat.

Brand extension

Negative feedback effects were found to be mainly due to either failure of the extension product or the lack of fit between the original and extension product categories Keller and Aaker ; Loken and John ; Park, et al.

Quality of core brand creates a strong position for brand and low impact of fit in consumer evaluation. Tommy Bahama extended their brand from clothing into furniture. Rice Krispies has always been used in kids' treats.

The failure of extension [26] may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages. He believed that media have effects in that they continually shape and re-shape the ways in which individuals, societies, and cultures perceive and understand the world.

They presented the results of an experiment in which the method of brand extension and strength of brand in parent category prior to extension were manipulated. Marketing Management, 10 2Similarity between core brand and extension is the main concern of consumer perception of fit.

It does this by demonstrating the relevance of psychological theory which has not previously been applied in marketing the "concept combination" or "attribute inheritance" theory of Hampton [] and Smith, et al.

Throughout the categorisation theory and associative network theorya consumer has the ability to process information into useful knowledge for them.

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A successful brand message strategy relies on a congruent communication and a clear brand image. Over time, certain brands may gain a reputation for having an expertise in a given area. For example, print occupies visual space, uses visual senses, but can immerse its reader.

This is possible when the EX is perceived as less similar to brands in the new category i. Consumer's knowledge and experience affect the evaluation before extension product trail. Still, some studies suggest that even though overall parent belief is diluted; the flagship product would not be harmed.

Not only did Coca-Cola not succeed in developing a new brand but sales of the original flavour also decreased.

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The presentations brought new theoretical insights to bear on this arena and demonstrated that they may provide a useful framework for prediction, and possibly explanation, of positive as well as negative effects on brand equity.

They suggest that if the brand name is strong enough as Nike or Sonythe negative impact has no specific damage on general brand image and "the dilution effect is greater on product brand image than on general brand image".

Rips, and Margaret Keane"Combining Prototypes: This is difficult because "the spell can occur immediately upon contact, as in the first bars of a melody. Purpose of study: The main purpose of this study is to check the impact of brand extensions on brand image.

For this purpose Johnson is selected as parent brand for current research. The Impact of Brand Extension on The Parent Luxury Fashion Brand: The Cases of Giorgio Armani, Calvin Klein and Jimmy Choo :Giorgio Armani, Calvin Klein and Jimmy Choo Rasa Stankeviciute1), Jonas Hoffmann2) further studies of the impact of brand extensions on the parent luxury brands.

Brand extension

There is no predetermined amount of time that hair extensions can last. The longevity of your hair extensions will depend on a variety of factors including the method of hair extensions you choose, the skill of your stylist and the quality of your hair extensions. Morrin () demonstrates that the extensions of non‐dominant brands have a greater effect on the memory of the consumer than the extensions of brands that are recognised first, or dominant brands (Herr et al., ), given that in the former case the associations that configure the beliefs about the brand are weaker.

Brand Extension: A Strategy for Competitive Advantage. Dr. Tarun Kushwaha Associate Professor. SIBM, Pune Brand extension helps the parent brand also in many ways; first it brings clarity brands have more impact on concept consistency than the functional brands.

The results. In a study inElyette Roux intended to measure the impact of luxury brand extensions on the parent brand image through brand prestige, brand confidence and desirability (Roux, Consumer Evaluation of Luxury Brand Extensions, ).

Impact of brand extensions
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