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Brand Revitalisation and Extension
1998Every branded goods or services company has one or more brands that are underperforming. Not that long ago such a brand would in due course have been stripped of its marketing support and relegated to cash flow status. Today, however, the prohibitive cost and effort involved in establishing new brands has made brand owners much more conscious of the ...
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2009
While traditional marketing plans typically call for allowing a brand to grow and attain a stronghold within its market before extending that brand into new categories, in the 1950s, Hugh Hefner had no knowledge of how traditional marketing plans worked. When he saw opportunities to extend the Playboy brand, he seized them. It could be argued that this
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While traditional marketing plans typically call for allowing a brand to grow and attain a stronghold within its market before extending that brand into new categories, in the 1950s, Hugh Hefner had no knowledge of how traditional marketing plans worked. When he saw opportunities to extend the Playboy brand, he seized them. It could be argued that this
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BRAND EXTENSIONS IN THE LUXURY INDUSTRY
2012Brand extensions are an interesting brand strategy alternative, as they may attract new segments of customers who, for various reasons, may have not considered the luxury brand before. The luxury brand extensions have gained such momentum that today a fan of a luxury fashion house is able not only to dress herself from head to toe in a beloved designer’
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The Interplay of Brand Attachment and Brand Extension Success
2016Brand extensions serve as an important marketing strategy for many new product introductions. Given that new products are prone to failure, the use of an established brand can help facilitate acceptance of the new product by reducing consumers’ perceived risk, enhancing efficiencies associated with distribution and promotional activities, and reduced ...
David E. Sprott +2 more
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Sequential brand extensions and brand choice behavior
Journal of Business Research, 2003Abstract This paper focuses on the impact of sequential brand extensions on brand choice. With few exceptions, past research has primarily examined single brand extensions associated with a unique parent brand. In reality, a single brand name may be extended into multiple product categories.
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Brand trust and brand extension acceptance: the relationship
Journal of Product & Brand Management, 2005PurposeThis UK‐based research aims to build on the US‐based work of Keller and Aaker, which found a significant association between “company credibility” (via a brand's “expertise” and “trustworthiness”) and brand extension acceptance, hypothesising that brand trust, measured via two correlate dimensions, is significantly related to brand extension ...
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THE EFFECT OF BRAND EXTENSION TYPES ON BRAND EXTENSION EVALUATIONS
Global Fashion Management Conference, 2018Hyo Jin Eom +2 more
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Female erectile tissues and sexual dysfunction after pelvic radiotherapy: A scoping review
Ca-A Cancer Journal for Clinicians, 2022Deborah C Marshall +2 more
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Changes in Agricultural Extension and Implications for Farmer Adoption of New Practices
Applied Economic Perspectives and Policy, 2020George W Norton, Jeffrey Alwang
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