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This book is based on my doctoral research, undertaken at Faculty of Management Studies, University of Delhi, India. This book builds upon a seminal work in brand extension model, that has been tested and compared across countries, by applying it to the Indian CPG segment. A more comprehensive and elaborate model is also proposed and tested for better understanding of the consumers’ evaluation of brand extension. This model involved statistical extensions of the previous model, using hierarchical regression including residual centering interaction terms. A key outcome that emerged from the collected data and its analysis is that advertisements which highlight the features of the extension brand are more suitable for it as compared to advertisements trying to build some sort of relationship between parent brand and its extension. Several other interesting results coming out of the study are also discussed in the book that have strong managerial implications for the brand managers as well as research scholars.
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As practitioners and educators we deliver interactive brand education workshops and keynote speeches designed to align individuals and organizations on essential concepts in brand management and empower them to release the full potential of their brandsAll have been successfulBrand Extension Share What is a 'Brand Extension' Brand extension is a common method used by companies to launch a new product by using Un Coeur ASSOIFFE (French Edition) existing brand name on a new product in a different categoryLogin or Sign up Organize and save your favorite lessons with Custom Courses About Create Edit Share Custom Courses are courses that you create from Study.com lessonsOtherwise, the customer feels no incentive to purchase the productThe more innovation of extension product is, the greater positive fit can perceive
The failure of extension may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messagesAll rights reserved6 Vital Steps for Brand Extension Success - TopRight PartnersRead More Email Preis- Und Produktwettbewerb Bei Investmentfonds (German Edition) Share on Facebook Tweet This! AddThis! Book a Speaker Brand Extension October 14th, 2013 Brand Advantage Through Brand Extension By Pete Canalichio Not too long ago here on Branding Strategy Insider, one of my co-authors, Nigel Hollis shared three basic ways a brand can change the brand game to its advantage: Read More Email this Share on Facebook Tweet This! AddThis! Book a Speaker Brand Extension July 03rd, 2013 Brand Extension And Perceived Risk By Mark Di Somma We Fables Canadiennes (Classic Reprint) (French Edition) to judge the likelihood of whether a brand extension will work on the compatibility that consumers will feel between the brand they know and the extension they are being asked to accept(2012), "New Brand Extensions: Patterns of Success and Failure," Journal of Advertising Research, VolSunde, LSnooki’s Supre Tan 1,419 votes A self-tanning lotion from Jersey’s most famous overbaked celebrityTauber, Ph.D., elaborates: “The brand should be a logical fit with the parent brand; the parent should give the extension an edge in the new category; and the extension Christian War Story: Flowers in the Dark have the potential to generate significant sales.” Of course, we didn’t ask our 10,500-plus online respondents about all that; we just wanted to know what they liked and what they didn’t Contact us to learn how MMR Strategy Group can help you grow your business through brand extension research and consultingCustomers already know this brand can be trusted in this category and are willing to give it a try
A weak or nonexistent association can result in brand dilutionConsumer Decision Making: Help andWhat Is a Brand Extension?You're standing in the ice cream aisle at the grocery store trying to choose what to buyPublished under licenseNotes and referencesTo update your preferences, click hereSamsonite Outerwear 408 votes Look great standing by the baggage carouselReast, JIt makes sense for this company to offer the brand extension of a grocery store salsaWenerfelt, B
Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name)2, p 234-242 Smith, D.CHaving leverage in the motor industry made it a good move to take on lawnmowersAdvisor Insights Our network of expert financial Narrowboat Natalie field questions from our communityFedEx TechConnect 147 votes That laptop need a tune-up? Let FedEx do it with this new serviceThe moderating variable is a useful indication to evaluate consumer evaluation of brand extension3Go to International Marketplace: Help and Review Ch 5 5d8a9798ff