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Title: brand extension

Essay Details

Subject: Business
Author: Michael M
Date: February 20, 2012
Level: University
Grade: A
Length: 1 / 286
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

The extension makes sense when there is a strong brand associations that provide a point of differentiation, or when the category does not support the resources needed to establish a new name. The failure of extension may come from difficulty of connecting with the main brand, a lack of similarity and familiarity...

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These failures of extension make consumers create a negative or new association relate to the brand even or to disturb and confuse the original brand identity and meaning. We can classify the brand image in two types: the general brand image and the product brand image. If the brand name is strong enough, the negative impact has no specific damage on general brand image...

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