Brand Advantage Through Brand Extension
October 14, 20132 min
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:
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Brand Extension - Page 2 of 7 - Branding Strategy Insider
Brand extension is a marketing strategy in which an organization that markets a product or service with a well-developed image uses the same brand name but in a different business category. Brand managers use this as a strategy to increase and leverage brand equity. Product extensions, on the other hand, are versions of the same parent product that serve a segment of the target market and increase the variety of an offering.
Brand Extension And Perceived Risk
July 3, 20134 min
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: Friend And Foe Of Strong Brands
April 18, 20123 min
Brand extension is the way to get the best financial return out of a strong brand.
Google Brand Continues To Stretch
April 9, 20103 min
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.
The Upgraded Brand Extension Threat
October 14, 20097 min
A recent trend in marketing is the downgrading of established brands by upgraded line extensions.