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Research showed people did not recognize the brand or incorrectly thought they made electric drills! (Black & Decker)!
Leverage with customers of the new category: Remember that by definition, a brand extension is a product in a different category from the parent brand. Our study of Snickers revealed that ice cream bars do not necessarily sell to the same people who buy Snickers candy bars. What is important therefore is what ice cream bar customers know of and think of Snickers. In practical terms, leverage means that customers in this new target category would perceive the new brand extension to be superior to existing competitive products on an important dimension...
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Common topics in this essay:
- When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand
- The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention
- brand extension
- Brand Extension
- micheline brand extension
- Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon
- Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal
- Launch Of National Primo Italian Sausage Brand
- Understanding Of Brand
- Examining The Impact Of Product Attributes On Perception Towards Brand Product
- Is a company able to increase brand equity for a product that is in the maturity phase of the PLC?
- Brand Value
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