Brand Extension Essay Example | Topics and Well Written Essays - 1250 words

Brand Extension - Essay ExampleThe strength of a send is ascertain by the degree of positive attitudes that the consumers possess about it which needs to be transitioned very c arfully in the new markets - like innovation, value for money, shorter order fulfilment time, effective customization as per customer needs, rewarding superior customers, etc. Loken and John (1993) argued that sucker extension planning should comprise of extensive lay on the line assessment of threats to the real brand equity of the organization. The organization should be specifically cautious about risk of dilution of certain beliefs that the customers whitethorn be possessing about the original brand because the extended brand may contain attributes that may be incompatible with those of the established brand. Loken & John et al. ... Example, if a CRT based television manufacturer introduces computers and fails miserably, there are lesser chances of their flagship brand getting diluted. The researcher s focussed on the flagship brand of Johnsons Baby Shampoo and studied move of extended product line comprising of baby powder, baby oil, baby lotion, bandages & dental floss with respect to brand dilution due to reduced hygiene. They discovered that perception of reduced hygiene in any of these will closure in dilution of all other brands including the flagship brand of baby shampoo. Yueng and Wyer (2005) probably have the answer to this phenomenon because they could prove through and through a complex research that When a brand spontaneously elicits affective reactions, consumers appear to form an sign impression of the brands new extension based on these reactions.Volkner and Sattler (2006) could establish determinants of brand extension success as - parent brand characteristics, marketing context of the target brand extension, relationship between parent brand & the brand extension and product category & characteristics of the brand extension in terms of perceived risk & consu mer innovativeness. They gave special emphasis to management wisdom in mediating and moderating effects.Authors Perspective on Brand ExtensionsThe germ hereby argues that brand extension is an important brand growth strategy but needs specialist class analytics and intensive market research before arriving at the characteristics of the extended branding. This definitely should not be viewed as the short cut to success by using the existing established brand as the vehicle that is easy to