Brand Advantage Through Brand Extension
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:
NEW THINKING
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:
We tend 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.
Brand extension is the way to get the best financial return out of a strong brand.
The most recent case study came last December, when it emerged that Google would launch a service in the UK allowing real-estate agents to list their properties for free. The news came as a shock to Rightmove, the leading online real-estate service in the UK. Yet, as usual, the executives in charge were openly dismissive of the threat.
A recent trend in marketing is the downgrading of established brands by upgraded line extensions.