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BNET Business Dictionary
- Brand Extension
- the exploitation, diversification, or stretching of a brand to revive or reinvigorate it in the marketplace. Products developed in the brand extension process may be directly recognizable derivatives or may...
- Brand Extension definition on BNET »
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- brands - brand extension and stretching
- The article is about Brand extension and brand stretching. Marketers have long recognised that strong brand names that deliver higher sales and profits (i.e. those that have brand equity) have the potential to work their magic on other products. The two options for doing this are usually called...
- White papers 2003-01-01
- Consumer Perceptions of Brand Extensions: An Investigatin of the Generalizability of Key Brand Extension Research Results
- This research investigates the significance and relative importance of factors affecting consumer evaluations of brand extensions. Based on a systematic literature review of leading marketing journals we identified 22 hypotheses concerning 14 main effects and 8 interaction effects of such factors which are tested empirically using a large scale consumer...
- White papers 2003-09-16
- The Growth in Corporate Brand Licensing
- New products define a brand's direction and vitality. Brand extension communicates vision, values, direction and vitality, deepening the brand's total meaning. Fashion brands have always understood this. Successful brands don't stand still; they develop according to their vision, values and competencies, extending into new products in an ordered sequential way...
- White papers
- Consumer Evaluations of Brand Extensions: Can B2B Brands Be Extended Into the Consumer Market?
- Can B2B brands be extended into the consumer market? This paper, in detail, takes a comprehensive look at brand extensions in the business-to-business sector and their ability to move into B2C business to consumer. It includes everything from what is a brand extension to determining a conceptual framework to manage...
- White papers 2004-09-01
- Modelling The Impact Of Services Brand Extensions On Corporate Image
- Brand extension is a widely-used strategy which has been the subject of much research. However, there is a paucity of research analyzing the retrospective effects that extensions have on the image of the parent brand, especially in a service context. This paper attempts to validate a model to explain service...
- White papers 2004-02-01
- Brand Extensions: Marketing In Inner Space
- From the executive summary: ‘Stretching brands intelligently onto relevant products that reaffirm core brand values allows consumers to embrace the brand as part of their everyday lives. Marketing in the inner space, gives brand a more intimate, personal relationship with the consumer than their competitors enjoy. Successful brand extension requires...
- White papers 2003-01-01
- Factors Influencing Successful Brand Extensions
- Organizations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk, and consumer innovativeness on the success of brand extensions in FMCG, durable goods, and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings...
- White papers 2001-09-01
- Better Brand Extension Product Screening
- "The article focuses on the concept of product screening that save time and money. Brand extension has become a major focus of many firms in the corporate trademark licensing business. It is reported that corporate trademark or brand related licensed products exceed $18 billion in annual retail sales in...
- White papers 2002-01-01
- How To Successfully Extend Your Brand
- This article helps in understanding the way in which consumers evaluate whether or not a brand extension fits or is consistent with the core brand is central to the success of the brand extension. But the method by which consumers form brand extension fit judgements is often poorly understood. To...
- White papers 2003-07-08
- Are You a Happy Little Cream Cheese Vegemite? | BTalk Australia
- (Episode 283; 8 minutes 24) Kraft Foods has created a new variety of Vegemite. The original Vegemite was invented in 1922 and there's been no change in the recipe or packaging since, although Stephen Downes from RMIT University in Melbourne says this is not the first brand extension for the...
- Blog posts 2009-07-09
Additional Resources
- Warner Bros. Animation and Mochi Media Hold Casting Call for Developers to Create a New Flash Game as a Promotional Brand Extension for Animated Series "Batman: The Brave and the Bold"
- Warner Bros. Animation and Mochi Media , in association with DC Comics, today announced a casting call for developers to submit ideas for creating a new Flash game as a promotional brand extension for Warner Bros. Animation's hit animated series "Batman: The Brave and the Bold" ( www.braveandthebold.com ),...
- Research articles 2009-03-11
- Brand Extensions
- This article mainly discusses Brand Extensions. Brand extensions have many benefits. First, they let a marketer take a well-known brand with well-known quality perceptions and associations and put it on a brand in a new category. Second, consumers who favorably evaluate a parent brand are more willing to try to...
- White papers 2003-01-01
- Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions
- The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are: the perception of fit, the formation of primary attitudes towards the extension, the link between extension attitude and marketplace behavior and...
- White papers 2002-09-19
- Brand Extensions Thrive in Supermarkets
- The article discusses the benefits of licensing the brand. An increasing number of licensors are extending the brands into new product categories. The brand owners are finding that "brand extension licenses" can provide substantial marketing benefits and generate significant, ongoing royalty revenue. As a result, brand extension licensing continues...
- White papers 2003-01-01
- Empirical Generalizability of Consumer Evaluations of Brand Extensions
- This research investigates the significance and relative importance of factors affecting consumer evaluations of brand extensions across a broad set of circumstances. Based on a systematic literature review of leading marketing journals it identifies 25 hypotheses concerning 16 main effects and 9 interaction effects of such brand extension success factors...
- White papers 2004-03-01
- Customer And Brand Manager Perspectives On Brand Relationships: A Conceptual Framework
- Brand extension, co-branding and other associative techniques together with an increasingly communicative environment are resulting in an increasingly complex set of networks and relationships between brands, with singular and multiple relationship forms. There are two key perspectives on these complex relationships, that of the customer and that of the brand...
- White papers 2004-12-03
- Retail Space Invaders: Why Private Label Is Forcing FMCG Manufacturers to Develop Brand Licensing Strategies
- Retailer private label is forcing traditional brand-owners to rethink their brand extension strategies. As an effective defense against the encroaching tide of private label, licensing is reductive: distilling the brand's essence into new categories produced by carefully selected expert partners. The paper depicts that licensees develop innovative products that respond...
- White papers 2005-09-15
- A Taxonomy Of Brand Linkages: The Brand-Relationship-Interaction (BRI) Matrix
- Brands and the relationships between them are of increasing importance to practitioners and of continued significance to researchers. The environment of increased communication that continues to develop as a result of new and improved technology, together with the increasing use of brand extension, co-branding and other associative techniques and effects,...
- White papers 2001-03-21
- Multi-Brand Strategy In The Modern Market
- Having a large brand portfolio is a strategy best used by larger companies, as using this strategy means confronting higher risks which a small company cannot bear. If the company's brands in the same market are not positioned clearly, competition between these brands will only harm the company. Cost control...
- White papers 2008-03-09
- National Domestic Violence Hotline Selects Tocquigny to Create a New Brand for Teens and Young Adults
- Tocquigny to Launch Brand and Website in Early 2007 AUSTIN, Texas -- Tocquigny announced today that the National Domestic Violence Hotline NDVH has selected Tocquigny to create a new brand extension for teens and young adults who experience dating violence. Tocquigny will develop a new name, a brand identity,...
- Research articles 2007-01-10
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