With association branding, the new product is less strongly connected to the parent brand than is true for extension branding.
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C.W. Park, Author at Branding Strategy Insider
A brand name helps customers identify what the brand is and how it is different from other brands.
Let’s start with the assumption that admired brands provide value to companies by producing outcomes.
When companies introduce a new offering as part of their brand architecture, they need to consider the new offering’s relationship with the company’s other brands.
Whereas it’s helpful for a company to have a mission statement, employees must also accept and embody it to make it meaningful.