Another example is , which was initially a record label that has extended its brand successfully many times; from transportation aeroplanes, trains to games stores and video stores such as. Branding can be looked upon as a way of transfering meaning and preference across products; research to better understand what gets transferred and when and how is at the heart of the studies presented here and can generalize to other domains e. . When companies have neglected to listen to their customers, they end up with disastrous results. Snickers Ice Cream Bars are a brand extension of the Snickers Candy Bars.
Proactive Re-branding Marketing departments often use re-branding as a way to thwart any potential threats or negative events in the future. Alison was General Manager Europe for Lucas Arts and General Manager Europe for Activision games marketing business, and is a Council Member of the Gerson Lehrman Group. Expertise - Honda is known for reliable engines, which made Honda lawn mowers a good move for the company. The 007 fragrance is a good example of this. But Coca-Cola took the risk, and in 1982 premiered Diet-Coke. They would measure and compare the difference between core brand and extension product through quality of core brand, fit in category, former experience and knowledge, and difficulty of making. Arizona Nacho and Cheese Dip, 2012 The Logic: Maybe consumers will want a nice salty snack to go with our sweet iced tea! You learned which brand extensions have been most successful, and which ones have been complete failures.
Smart Cars are a subsidiary of Daimler-Benz, the parent company of Mercedes-Benz. It may seem logical to you from the start, but it pays to make sure your customers think so. New York: McGraw-Hill Book Company. In those instances, the parent brand was tarnished or enhanced as a function of the subjects' liking of the extension. Radio Shack — Radio Shack has always been one of those stores you never think about -- until you need something only they sell. This allows the brand extension to achieve success much quicker than it would have as an original brand. Brand Inaction Failure to extend a brand at the right time can lead to brand inaction.
Virgin Brides In 1996, entrepreneur Richard Branson decided to try the wedding dress business. So a new brand extension will automatically benefit from the familiar name and existing brand promise. Evaluation: Apparently, a good amount of men do. Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. The Jaguar sedan overall evaluations made after exposure to the co-branded concept were significantly higher than was the original Jaguar sedan evaluation. Customers already know this brand can be trusted in this category and are willing to give it a try.
Harley-Davidson perfume - If you've done much research on the Harley-Davidson brand, you know that it draws a loyal group of consumers. Could you increase sales simply by executing on your existing brand better? An example of a product extension is vs. They investigated the extent that consumer perceptions and reactions to brand extensions spill over to the parent company. When it comes time to re-brand, a company must do extensive research, both qualitative and quantitative, otherwise they could face a potential disaster. H2: When either one of the constituent brands is perceived to perform well on an attribute, the perceived attribute performance level of the composite brand will also be high.
So now you may want to know what makes a great brand extension. It is possible a brand extension is not successful, and worse, that is damages the parent brand in some way. What do consumers consider is the advantage of my brand over other brands. Is it a new product in a new category? Thus, one growth option is to use those assets to penetrate new product categories or to license them to others for use in new product categories. Tropicana orange juice — When you think of Tropicana, what do you imagine? Conversely, Loken and Roedder-John 1993 indicate that dilution effect do occur when the extension across inconsistency of product category and brand beliefs. Companion products - Aunt Jemima launched a pancake syrup to go with its pancake mix.
Marketers spend time and money to maximise exposure and awareness of the product. An example of this are the consumers of tomato ketchup. Therefore, I leave you with two examples of brand extension successes. There are dozens of reasons a brand might want to partner with another brand. What are the primary benefits of the brand? The problem was that consumers did not associate this brand with a good smell. Brand Dilution Brand Dilution occurs when a brand is simply overextended. These elements could include: Color — Colors can be extremely defining for a brand.
The idea reminded too many people of eating toothpaste. To date, research addressing these issues e. Another form of brand extension is a licensed brand extension. Everyone knows if you can sell sex and celebrities as sophisticated, you can sell anything. There are economies of scale as advertising for core brand and its extension reinforces each other. Brand Extensions Gone Wrong Beneath the Brand Brand Extensions Gone Wrong By: Brand extensions can make sense.
Apparently a Cosmo study in 1999 highlighted that 65 per cent of Brits used edible products in the bedroom. If it is not then that needs to be fixed before any extension can be considered. The same can be said about Smart Cars. This allows the extension to share the resources of the brand, without causing potential harm to the brand name. For example, Yamaha moved from pianos to motorcycles and marine engines with amazing success. Additionally, the theory and empirical research presented in the session is able to examine both positive and negative feedback effects from co-branding and brand extension.