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Brand Extension

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

Brand Extension And Perceived Risk

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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.

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Brand Extension

Brand Extension: Friend And Foe Of Strong Brands

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Brand Extension: Friend And Foe Of Strong Brands

Brand extension is the way to get the best financial return out of a strong brand.

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Brand Extension

Google Brand Continues To Stretch

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Google Brand Continues To Stretch

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.

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Brand Extension

The Upgraded Brand Extension Threat

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A recent trend in marketing is the downgrading of established brands by upgraded line extensions.

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Brand Extension

Mastering The Multiple Brand Strategy

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Mastering The Multiple Brand Strategy

One of the hidden drivers of business is fashion and I’m not just talking about clothing.

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