Branding strategy and Brand extension analysis
A brand is a name, term, icon or design or combo of them, intended to identify the products or services of one seller or group of sellers and to distinguish them from those of competitors
A brand is a link between the business's marketing activities and the customer's perception
Components of an Brand
Effective Product Noticeable:- Sign,
Advertising, Packaging etc
Distinctive Identity reinforced by
Added Values Invisible: Resources and
Impact of Brand Extensions
Launching brand extensions are a bit like having kids - because you can doesnt suggest you should. But if the conditions are right, and everything is extensively prepared and even though through, then it could be terrifically worthwhile" Rory Sutherland, Creative Director, Ogilvy One, as cited in (Miller & Muir, 2004). First, brand extensions begun in the blissful luxury goods industry, when the French haute couture fashion residences started out diversifying to jewelry,..
Defining and Analysing Brand Extension
Few of the generally acceptable definitions of the brand extension are as follows: using name of more powerful brand of particular product category for entrance in to a new product category (Aaker, 1990). The brand extension is one of the ways of leverage the strong brand towards a fresh product category, then it is further two other proceeding come under it that is "RANDOM Extension" and the other is "Creating Range brand" the basic difference is this that ad hoc is unplanned or..