123 School Work

Brand Extension

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  Brand Extension
  Brand extension means introducing additional or supplementary products marketed under the same umbrella brand. To make a brand successful, it has to be sustained on many sides, so that it stays stable and prospers. But logical extensions depend very much on the product, markets or sales strategy.
  Brand extension dimensions
  Brand extensions can be accomplished in a variety of ways. One of the most obvious differences is whether the extension is in the same or different product category. Thus they can be classified as either vertical or horizontal extensions.
  Horizontal extensions
  Typically, horizontal brand extensions either apply or extend an existing products name to a new product in the same product class or to a product category new to the company. There are two varieties of horizontal brand extensions which differ in terms of their focus (Aaker and Keller, 1990). Line extensions involve a current brand name which is used to enter a new market segment in its product class. Diet Coke and Diet Pepsi are examples of line extensions since they focus on the diet conscious segment for colas not served by their parent products...