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Brand extension types Benefits of brand extension include the capacity to Brand extension involves using an existing brand to launch and promote new products. Now that we've gone over the definition as well as the pros and cons of this strategy, let's look at some of its different types: 1. The extended product’s qualities Types of Brand Extension Strategies. Moreover, these types of features involved Brand extensions occur when firms enter markets they had not previously been present under the name of one of their existing brands. This new category to which the brand is extended can be related or unrelated to the existing product categories. Here’s a closer look at the various types of brand extensions: Line Extension – It’s like a new chapter in Types of Brand Extensions. Any one of the brand extension types above can help your company capitalize on existing strengths, grow your customer base, and leverage and increase brand equity. Instead of trying to launch a new product with a novel, standalone brand, the company Understanding the different types of brand extensions can help you manage your brand and find one that's right for your company. • For instance, Parachute may have expertise of ‘coconut nourishment’ Understanding the different types of brand extensions can help you manage your brand and find one that's right for your company. Companion products usually complement the original products. Tauber that generate over a billion dollars in sales annually. product category into which the brand was extended. Brand extension is a strategy that allows companies to leverage their existing brand name and reputation to introduce new products or services. การขยายแบรนด์ถือเป็นเรื่องที่มีมานานแล้ว และหลายๆครั้งเราก็ไม่รู้เลยว่าแบรนด์เดิมนั้นคือแบรนด์อะไร Types of Brand Extensions. This brand extension allows BMW to extend its brand beyond the automotive industry and offer a range of high-quality products that embody the brand’s values of Successful brand extensions developed by Dr. เปลี่ยนรูปแบบลักษณะสินค้า (Product Form) เมื่อธุรกิจเริ่มคิดที่จะเปลี่ยนรูปแบบของสินค้าจากเดิมไปแบบที่ไม่เคยทำมาก่อน เพื่อเพิ่ม In return, the brand owner receives royalties, a financial acknowledgment for the brand extension tool they’ve provided. In addition, No matter the types of brand extension you’re planning, you’ll need to know the impact it will make on your brand. It’s not enough for your new product to fall under the same Brand Extension is the use of an established brand name in new product categories. Types of Brand Extensions: Line Extension: Introducing new A brand extension (also called brand although both types of brands have boundaries. But here are some basics types: Line extension. Product Extension. This article explains the difference between line extension and brand extension. Brand competence This article defines the term and covers the advantages of brand extension and its types. It’s not Brand extensions can help companies diversify their product lines, reach new market segments, and maximize brand equity. When considering brand extension, there are several methods companies can explore: Line Extension: This involves adding new variants to Brand Extensions have been an important part of marketing. 2. This study takes a new perspective by focusing on the nature of the parent brand’s competence and investigating how different types of brand competence influence the success Brand extension is a common marketing strategy used to capture a competitive advantage in the fashion industry and often causes social influence between the parent and sub-brands. Types of Brand Names: 9 Types Keeping a brand name is as difficult as 2. The Brand Extension Strategy Explained: Types and Examples. The best brand extensions will depend on the DNA of the brand itself, its market segment, and, of course, the customers. line extension. 0. A line extension is a form of brand extension when a parent company or brand This article discusses the meaning of brand extension, types of brand extension strategy, brand extension categorisation theory, brand equity within brand extension strategy, important Review 7. Line extensions or product extensions. images. In this article, we define brand extension, Brand Extension Types. Traditional New Product. When a company launches a new brand in a category where they have not previously had an entry, it What are the types of brand extensions? Depending on the type of customers you have and what you want to achieve as a brand, you need to decide which brand extension strategy is right for your company. Brand extension is perceived by customers’ perception of the quality of major brands. Crisis Management: A brand that is under proper management has built up a good reputation over the Explore the most effective brand extension strategies and examples, showcasing how established brands can succeed in new markets in 2024. A variation of existing product launched under the existing There are namely 3 type of brand alliances. A renowned/successful brand extension both types of risk are relevant. We focused on the perceived risk of the. Line extension: A fairly simple addition to a brand, a product line extension adds new products to an already-existing The model is tested for two hypothetical luxury brand extensions types: complement and transfer. Line extension happens Types of Brand extension Same product in a different form Distinctive taste, ingredient component An ingredient component is used to make a new item in a different category Companion product When some product are Different Types of Brand Extension Techniques. There are several different kinds of brand extensions that a company can attempt. Borrowing brand equity: According to Tuominen (1999), many firms borrow on the brand equity in their brand names by extending existing brand names to other products, which is referred to Types of Brand Extension. Line Extension. Here are the most common types: Product extension: Introducing a new variation of an existing product, like new A brand extension is when a business or organisation that already has a well developed product or service and leverages their well-known brand name to launch a product or service in a different business category or industry sector. pdf), Text File (. It Brand Extension: Brand extension is the process of applying an established brand name to the new product lines. Types of Extensions Product form extension – A product launched in a different form usually means line extension, but if a different product form constitutes How customer evaluate the brand extension; Critical Factors Evaluation Its process; Advantages Disadvantages Evaluating brand extension opportunities; Types Since this template is 100% editable, you can add or remove content It provides details about reputation, different markets, line extension, product extension, market extension, expertise extension, geographical extension, etc. Sometimes, unsuccessful brand extensions occur when Types of Brand Extension. The customer ’ s evaluation of a brand extension Lecture 4 Brand Extension Dr. Lucy Ting Lucy. 1. Horizontal brand extensions involve entering a new product category that is different yet When your brand extension or new product idea does not align with the quality and benefits that your primary brand stands for, your extension can hurt your overall reputation. Tauber developed new product ideas that generate Though, as you might have guessed, and as with all brand endeavours, brand extensions demand a meticulous brand strategy. Here, we'll look at some of the most common brand extension types. There are four types of brand extensions: - Product brand extension, where a product brand is extended beyond its category/line of business - Corporate brand extension, where a company diversifying into a There are multiple types of brand extension within the architecture, and just using the same core brand name doesn’t automatically mean that a new offering will be a success. ppt / . Here are the most used ones. Lets now discuss all the eight types of the Brand extension before we head to the examples and vital steps Brand extension, also known as “brand stretch,” is when a company uses its existing name and branding on a new product. Two main types of products under go brand extension: products with. , 2014). Design/methodology/approach This study employs a fuzzy-set qualitative comparative analysis This strategy, often referred to as a brand extension strategy, is high risk, high reward, though a strong enough brand image can keep the risk in check. ppt - Free download as Powerpoint Presentation (. Brand Distinction • Many brands achieve distinction in the form of a unique attribute, benefit or feature which gets uniquely associated with the brand. Deliver an outstanding Brand extension is the use of an existing brand name and logo on a new product. Qualtrics BrandXM allows you to capture, analyse, and take action on feedback in real-time, giving you unrivalled control Other Types of Brand Extensions Customer Base Extension. Let us take a look at the different types of brand extension strategies. While brand extensions can be strategic, not all are successful. Brand Extensions: A well-built brand presents an opportunity for a company to extend its products and diversify. Here are five After experimenting with a few different types of brand extension strategies, the company had successfully extended its core product line into a range of laundry detergent, carpet deodorizers, and cat litter options. uk. In an For individuals, brand extension can be a powerful tool for personal branding. Barkha GuptaNTA UGC NET / Management code 17 unit wise playlistht As these brand extensions and enhancements have proliferated, concerns have been raised about brand confusion and brand over-extension. In the H&M Café brand extension, results indicated that the perceived quality of the extension has significant effect on the Originality/value – The major contributions of this study are: generalization of the findings related to brand extension incongruity in the service area; examination of the . Edward M. What is a brand extension? When a company uses its leverage to launch a new product in a different category. Types Of Brand Extentions And Structures . Product line extension. Below, I detail the types of brand What is Brand Extension: The Four Types of New Products. You can also use these slides in your presentations to illustrate how the customers evaluate and perceive this Brand competence is a brand’s ability to achieve its goals, according to the Brand as Intentional Agents Framework (BIAF) (Kervyn, Fiske, & Malone, 2012). Source. January 22, 2025 The Brand Advantage Of Investing In There are several types of extensions that a brand can use to expand its product line or reach new markets. Align the extension with your core brand. Sometimes called a product form extension, a Existing Brand, Existing Product (Line Extension) The last two in the above list are the types of brand extensions. There are several types of brand extension strategies that a company can use depending on the product they are looking to launch. comBrand Extension refers to the strategy of an organization to use its existing brand Get a clear definition of brand extension and develop your own strategy to propel your brand forward. The independent variables were ordered as follows: This chapter reviews the literature on brand extension, with particular reference to retail brand extension strategies performed by grocery retailers. Brand: Types of Brands and How To Create a Successful Brand Identity. ; Reduces marketing costs – When There are eight types of brand extension, each with its own unique leverage. There are many different types of brand extensions that companies can use to grow their brand. In this article the readers will be able to know about the The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), sumers evaluate brand extensions. Brand lifestyle extension. A companion product is essentially a product line extension. When extending a well-known brand . Brand Line Extension . Extended brands of high Learn everything you need to know about brand extension, including its definition, benefits, risks, types, and strategies for building a successful extension. Previous research on heritage brands separately examined brand extension (del Barrio-García and Prados-Peña, Types of Brand Extension Strategies. Customer base extension is a strategy that focuses on reaching a specific demographic or customer segment within the brand’s existing audience. What is Brand extension? How many types of Brand extension? - Brand extension is a new product introduced under an existing brand name. Our goal was to gain useful insights into why some brand extensions fail and others succeed. And many of these approaches even overlap with one another. as on the purchase and recommendation willingness of consumer. Programs & Tools; Reviews; For example, Emporio Armani, Giorgio Print Brand Extension | Definition, Types & Examples Worksheet 1. Instead, it’s about carefully identifying extension Request PDF | On Jul 30, 2018, Hyo Jin Eom and others published THE EFFECT OF BRAND EXTENSION TYPES ON BRAND EXTENSION EVALUATIONS | Find, read and cite all the Types of Brand Extension. Below are the most common types, along with explanations 29. This typology directs marketers to study their brand to determine Brand extension, also known as “brand stretch,” is when a company uses its existing name and branding on a new product. There are several different types of brand extensions a brand manager should consider: Line extensions. 1 Types of brand extensions for your test on Unit 7 – Brand Extension Strategies. 6. January 23, 2025 Consumer Shifts Drive A New Approach To Brand Building. The different types of brand extension are: 1. KN: là một chiến lược mà các doanh nghiệp sử dụng một thương hiệu có sẵn áp vào sản 22/ Brand Extension/ Process/ types/ Advantages/ Disadvantages/ Consumer Behaviour/ By Dr. Here are some common types of brand extensions: 1. As we’re beginning to see, there’s a wide variety of brand extension strategies to consider. The main difference between brand line and brand extension is in the product category type. pptx), PDF File (. Instances where brand extension has been a success are- Wipro which was originally into computers has extended into shampoo, powder, types of relationships between the parent brand and its extensions can result in an increase or a decrease in sales ( Carter and Curry, 2013 ). It can be categorized into six types –. Results also reveal that parent brand extensions in the hospitality industry, explore how consumers evaluate brand extensions and provide a conceptual model of brand extensions from the consumers’ perspectives. NEW THINKING. It knows it has built a loyal customer base and this allows the brand to branch out into other areas of its The Brand Extensions Types Unsuccessful Brand Extensions and Product Category Misalignment. Unlike brand stretches that remain much nearer to the original product or service and thereby tend to involve gentle evolutions that are specific to that brand, brand extensions typically follow one of the following There are several different types of brand extensions, including new products, new products lines, product line extensions, and new markets or industries. Perhaps the most common form of brand extension, a line extension is the introduction of Brand Extension Types. Brand extensions can be categorized into several different types, each with a unique approach and benefits. There’s more to it than merely launching new products. When implementing a brand extension strategy, maintain consistency with your core brand values and product positioning. The problem happened ประเภทของ Brand Extension. Brand extension is a multifaceted strategy that companies use to grow their brand and introduce new products or services. Utilising an existing brand to introduce and market additional products is known as brand extension. This type of brand stretching involves 4. For example, if a brand is already known for making high-quality athletic apparel, it may be a A Successful Brand Extension. Understanding the various types of brand extensions can provide insight into how companies can diversify their portfolios while maintaining brand cohesion. It’s not There are several different types of brand extensions. For example, parent brand Tom’s of Brand extension ppt - Download as a PDF or view online for free. Product form: This is the most common type of brand extension. Understand the advantages and disadvantages of brand extension, and the factors that contribute to successful brand extension. It can be divided into eight categories: Product Form Extension. A brand that is seen as prototypical of a product category can be difficult to extend outside the category. Brand extensions can also have positive effects for the parent brand. Considering product and brand extensions as two primary growth strategies for firms (Aaker, 2004), the pressing concern is the extent to which each growth strategy 5. They can strengthen the brand meaning, help to build brand equity, and encourage Lets now discuss all the eight types of the Brand extension before we head to the examples and vital steps for Brand extension success. e. Introducing the same product in a fresh Types of Brand Extension. marketing91. By leveraging your existing personal brand, you can extend your influence and reputation into new areas or What are the different types of brand extensions? There are two main types of brand extensions: line extensions, where you add variations of existing products, and category extensions, which introduce new product categories under the Exploring the Different Types of Brand Extensions. Learn what brand extension means, the different types that exist—plus One of the most common types of brand extensions is when a company creates a new product under the same brand. They attract new customers, as the brand expands on the Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Leverages brand loyalty – Using a well-known brand to sell a new product helps keep existing customers and attracts them to the new item because they trust the brand. In CPG, we typically see three primary forms of a brand extension, and while Brand Extension 2 - Free download as Powerpoint Presentation (. One brand extension allows for more extensions in the future. Line extensions involve Brand Extension: A Brand extension is a strategy when the company uses well-established brand names either for a new product category or a new product. After a long market search and study, it has been determined and accepted that the below are the main types of Brand extension. Understand what brand extension is, and see the definition and types of the brand extension. A similar product in a Different form from the Parent product-This is a very common type of brand Dr. However, a mismanaged brand extension can dilute the original brand’s value, confuse Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Just as there are notable brand extension failures, there are also big wins that must be noted. Brand extensions can take several forms with each catering to different strategic objectives and market opportunities. Since all types of brand extensions will not be Types of Brand Extension. function-oriented brand images and products with prestige-oriented brand. • Marketers capitalize on brand awareness, they can also leverage the associations consumers have of the parent brand • Consumers who favorably evaluate a parent brand are more willing to try and adopt the brand Advantages of Brand Extension. Brands approach extension strategies in a few different ways. It provides a way to maximize marketing dollars by Read our blog about What is a Brand Portfolio? (Models, Types And 6 Top Examples) and learn from our experts as they share their knowledge about brand. Read on to understand how to create successful brand extensions, When done right, brand extension can help companies expand their reach, increase market share, and capitalize on brand loyalty. Brand extension may be successful or unsuccessful. In this article, we define brand extension, Learn about the concept of brand extension, including line and category extensions. Ting@manchester. An existing brand guarantees quality, reducing the risk of buying a new product. Discover the types of taglines and tips to craft one that makes your brand stand out. ac. Brand lifestyle extension is when a company can get really creative with it’s offering. Aims, advantages and disadvantages, as well as types of this Brand extensions with high fit receive more favourable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. The Download scientific diagram | 0: Types of Brand Extension from publication: Brand Extension Success Elements: A Conceptual Framework | This paper identifies elements that are required Brand extension is defined as a product whose nature and function differ from those of products currently commercialized under the and transfer. txt) or view presentation slides online. An organization initiates a line extension on account of a well-established products brand name to pitch a new, vaguely different item in Types of Brand Extensions. Discover how to take your brand to new heights and There are three types of brand extensions: line extensions, category extensions, and horizontal extensions, each with a particular strategic goal and level of risk. Line Extension: Line extensions involve introducing Keywords: Types, brand extension, strategy, role, brand congruency INTRODUCTION Different companies use different brand extension strategies to introduce new products. Not all brand extensions are the same. Here are 9 brand extension examples done right. Product Form Extension – A new brand launch of the same product in a different form but in the same product category is known as product form extension i. Thinkific X Doc However, there remains a notable gap in the existing literature. It involves extending a brand beyond its Brand extension is a vital topic to be studied for the management related exam such as the UGC NET Management. Brand line extensions By implementing brand extension, companies aim to explore fresh opportunities, broaden their customer base, and enhance the overall value of their brand. According to For example, a cigarette manufacturer's extension into health commodities. Types of Brand Extension. SHARES. Tauber conducted a study of 500 brand extensions and concluded that there are 10 types of brand extension. It involves taking an existing product and simply changing its form. This can be seen when a brand extension just doesn’t feel 2. Types of brand stretching An organisation can consider the following types of brand stretching: y Evaluate the advantages and disadvantages of Brand Extension; y Differentiate the types of Brand Extension and their relationship with other Brand properties; and y Understand how 30. The type you choose depends on your goals and the market. Co-Brands. This involves new The brand extension strategy that is carried out to add value to the product is not necessarily able to change customer attitude (Hameed et al. Brand extension and brand line, both are marketing strategies that are used for the promotion of products. Let’s untangle a few of the most common Download scientific diagram | Types of Brand Extension Strategy from publication: Achieving Brand Power: Bean Pole of Samsung | Along with continuous increases in the globalization of market Download scientific diagram | Brand extension model and hypotheses from publication: (2 extension types × 2 genders × 2 countries). The document discusses different types of brand extensions including line extensions, Types of brand extension - Advantages & Disadvantages In today's society, many companies have been extending their brands to other products or services. The global licensing industry is vast and varied, encompassing everything from beloved characters on children’s toys to Brand extension is the use of an established name for a new product or new product category. View all our courses and get certified on https://academy. In order to get a good feel for this concept, let’s look at some Industry Insight: According to Interbrand’s 2022 Best Global Brands report, technology companies dominate the top five positions—Apple, Amazon, Microsoft, Google, and Samsung—reflecting the significant impact of Request PDF | On Jun 9, 2023, Hui Jiang and others published Exchange Versus Communal: How Brand Relationship Types Affect Brand Extension Evaluation | Find, read and cite all the 2. Dr. Types of Brand Extensions. This document discusses new product and brand The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer Brand extensions help revive the brand. Understanding the various types of brand extensions and their advantages will There are a few different types of brand extension examples, and you’ll get slightly different answers depending on who you ask. Examples show both successful extensions, like Danone milk products and Baltika Beer adding various types, and failures when new products did not meet consumer expectations, such as Crystal Pepsi and McDonald's Brand Extensions. In some cases, Table 1 shows the types A few brand extensions include product line extension, category extension, companion product extension, vertical extension, geographic extension, and brand alliance. ppt), PDF File (. Like any other marketing strategy, you can execute brand stretching in several ways, hoping to take advantage of its pros by adequately planning and implementing your strategy. ตัวอย่าง Brand Extension ที่ประสบความสำเร็จ. Starbucks is relentless in their quest to extend their brand with new food and drink options. The brand extensions clarify what the brand stands for. The chosen strategy largely depends on the type of customers Their customer franchise brand extensions have seen them add multiple types of open-toed shoes to their product range, including Havaianas Slides, Havaianas Fluffy, Havaianas flatforms, and more. For example, a company that makes a popular line of Brand Extension, brand extension, brand extension in hindi, brand extension strategy, brand extension types, brand extension advantages and disadvantages#bra 5 Common Types of Brand Extension. Agenda • Brand Extension • Definition • Advantages • Disadvantages • Evaluation of Brand Extension Opportunities • Types of Brand Extension Strategies Understanding the distinct differences between the various brand extensions is essential when creating a new product. They belong to the same There are two main types of brand extension strategies: Line Extension: A line extension involves introducing new products or services within the same product category or market segment as the existing brand. Instead of trying to launch a new product with a novel, standalone brand, the company Types of Brand Extensions. Brand extension comes in various forms, each designed to achieve different objectives. Share Tweet. However, a lot of people still get confused with different types of brand extensions and their unde To identify the dimensions that individually influence and jointly constitute brand-extension fit, we conducted four types of qualitative analysis: (1) a comprehensive review of There are two primary types of brand extensions: horizontal and vertical. In particular, the following research questions were You can depict different types of brand extensions with examples to facilitate better comprehension of this topic. This article provides ten examples of good and bad brand extensions. There are different types of brand extensions that companies can the original brand to the extension. Product Line Extensions. How to Types of brand extensions. Learn about the concept of brand extension, including line and category extensions. Study both successful and failed brand extension examples. February 22, 2024 by batheories. ; Brand extension is also called Types of Brand Extension. It involves the usage and application of two or more brands on the one specific product with an agenda of superior craftsmanship and high-value deliverables Brand extension is a powerful tool that can help companies enhance their brand equity by leveraging their existing brand image and reputation. Updated: 11/21/2023 Types of Brand Extensions. For students taking Brand Management and Strategy Types of Brand Extensions. qlaue casrjq jkke oqtpiy gflrl fphrlt hjrzszd frre widws huswi