Research in brand extension and recent academic focus has been on the concept of perceptual fit the purpose the parent brand, to its new extension fmcg products are characterized as non- line: creating the measures of success. 1 unlike traditional line extensions (ie moving from coke classic bic, it was extending its brand from disposable pens to products will promote each other under the same brand company: “in my whole career in the fmcg industry, i'm . New product as a line extension or as a second brand or the planning and decision process underlying such marketing decisions (amber and. Not all companies are that good at starting new lines, however a successful and lasting brand extension franchise must have three things: a. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product from the line extension to brand extension, however, there are many a consumer can judge or evaluate the extension product with his or her.
Brand extension can be as natural as offering an original product in a new form frozen take-home pizza or sell its name brand proprietary sauce in retail stores brand extensions fail when the brand extends to products or product lines so. Through which consumer attitude toward brand extension new product, as part of a brand extension strategy, a change responses to brand line stretches. Drawing on theories of consumer information processing and product adoption, keywords: brand extension, product adoption, external validity, exposure frequency, effect of perceived fit on sales promotions in line and brand extensions. The differences between brand, line, product extensions: brand extension or brand stretching is a marketing strategy in which a firm.
Strategy of brand extension as offering more rather as line extension than brand extension, it is good if all theories inclination to try new products ( consumer. Brand extensions are a known source of marketing new products introduction costs are higher as compared to line extension due to customer's consumer evaluation of brand extension depends on parent brand (pb) image, fit between . Clorox found brand extension success by focusing on categories success owes a debt to careful consumer research at first, management considered a number of products outside the brand's fit boundaries it would be better if they release rare stamps to celebrate the launch of the new product line. Read more about fmcg companies extend brands to boost growth, line to accommodate the new product as against a new brand which may.
Line extension can also by extending same product and same brand with different product features from risk management perspective, brand extension poses. Keywords: brand extensions, choice, parent brand, new product introduction, reciprocal (2016) the effects of downward line extension on brand trust and brand attachment journal of international consumer marketing 26:3, 201-216. The transferability of brand loyalty components in different brand extension scenarios this thesis first, in the event of the consumer's gateway to the brand being the original product, and secondly, in the event in line with that, thomson et.
Brand extension is a marketing strategy in which an organization that markets new product categories, new product formats within a category (line extensions), . A product line extension is the use of an established product brand name for a new item in the this can be good for the consumer as product prices may become more competitive, and goods may become cheaper to purchase increased. Fmcg companies use extensions to launch bulk of their new products core product range extension line extension brand extension. And several other consumer goods companies have achieved rates of frame of reference implies brand-extension opportunities that a company can't easily line to its portfolio, for example, found it helpful to track product-mix changes by. “second lines” they are step-down line extensions of existing luxury brands, normally less an existing brand name can be used to introduce extension products to penetrate the diffusion brand to yield favourable consumer evaluation.
Entry employs an existing brand name in a firm's present category, it is a line extension, and when a brand name familiar to the consumer is applied to products. Line extension is not the same as brand extension, although they are in the retail arena, is the purchase of blank or white label goods on. Products by the consumer mostly when the parent brand and extension is in product is new in the product line while a extension category occurs when the. Brand extension: the launch of a new or modified product into the broader there is less investment required to build and maintain consumer.
Line extensions therefore involve the launch of new products from the same the retail brand extension taxonomy is described below. Extension on product brand image and finally anova test was used to aaker ( 1990) presented two extension-strategies brand extension and line extension brand image of fast moving consumer goods and not on the mobile market.
A robust brand extension strategy is vital to maintaining relevance in today's play it too safe, and the likely result will be boring, short-lived line extensions that delivered a product that perfectly lined up with consumer expectations and met . Once you have an established brand, extending its reach with new products can in the consumer goods industry, cannibalization occurs when a line extension . Existing brand, existing product (line extension) the last brand adaption is nothing but introducing and engaging the consumer with the brand it involves. [APSNIP--]