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Diversification strategy
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Brand Extensions:
When a firm uses an established brand name to introduce a new product
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Brand extension classification Line extension Using a sub-brand to target a new market segment within the same product category
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Introduce products that contain the brands distinctive taste, ingredient, or component. Example: Philadelphia cream cheese salad dressing and Haagen-Dazs Cream Liqueur
Introduce products relevant to the customer franchise of the brand. Example: Gerber insurance and Visa Traveler's Checks
Introduce products that reflect the brands distinctive benefit, attribute, or feature. Example: Lysols deodorizing household cleaning Products and Ivorys 5/5/12 mild cleaning products
Advantages of Extensions:
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Provide feedback benefits to parent brand Clarify brand meaning Enhance the parent brand image Bring new customers into brand franchise and increase market coverage Revitalize the brand Permit subsequent extensions
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Disadvantages of Extensions:
Can confuse or frustrate consumers Can encounter retailer resistance Can fail and hurt parent brand image Can succeed but cannibalize sales of parent brand Can succeed but diminish identification with any one category Can succeed but hurt the image of the parent brand Can dilute brand meaning Can cause the company to forgo the chance to develop a new brand 5/5/12
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Managerial assumptions :Consumers have some awareness of and positive associations about the brand in memory At least some of these positive associations are evoked by the brand extension Negative associations are not transferred from the parent brand
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Successful Extensions:
Must create points-of-parity and points-of-difference in extension category Must recognize competitive reactions
Must maximize the advantages and minimize the disadvantages of brand extensions
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Related Categories
Soap, Face cream, Skin cream Sunburn, Aftershave, Baby Antiseptic, First-aid cream, Hemorrhoid Sterile pads
Medicinal
Emery boards, Muscle toner, Cotton Liquid hair net, Mustard, Glass cleaner
Logo Trademark Building Brand equity Consumer perceptions of value must guide pricing decisions Firm must integrate marketing communications by mixing and matching communication options Click to edit Master subtitle style Additional fortification like linking to other entities
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