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By Navneet Agrawal
Overview
New Product & Brand Extension Advantages Disadvantages How Consumers Evaluate Extensions?
What Is A Brand
A BRAND is symbolic embodiment of all the information connected to a Company, Product or Service. It serves to create associations and expectations from products made by a producer, in the mind of the consumer. The key objective being to create a Relationship of TRUST with its consumers.
BRAND EXTENSIONS
A Brand Extension occurs when a firm uses an established brand name to introduce a new product (approaches 2 or 3) When a new brand is combined with an existing brand (approach 3), the brand extension can also be a subbrand.
BRAND EXTENSIONS
An existing brand that gives birth to a brand extension is the parent brand. If the parent brand is already associated with multiple products through brand extensions, then it may also be called a family brand.
LINE EXTENSION
The parent brand is used to brand a new product that targets a new market segment with in a product category currently served by the parent brand. A line extension often adds a different flavor or ingredient variety, a different form or size, or a different application for the brand.
CATEGORY EXTENSION
The parent brand is used to enter a different product category from that currently served by the parent brand.
Improve brand image Reduce risk perceived by Customers Permit consume variety-seeking
Weight Watchers
Sunkist
Kelloggs
Oranges
Cereal
Vitamins, juices
Nutri-grain bars, Special K bars Syrups, frozen
Good health
Health snacking Breakfast foods
Aunt Jemima
Pancake mixes
Increase the probability of gaining distribution and trial Increase efficiency of promotional expenditures Reduce costs of introductory & follow-up marketing programs (save 40-80%) E.g. Apple iPods Avoid costs of developing a new brand Allow for packaging & labeling efficiencies
Enhance the parent brand image Bring new customers into brand franchise and increase market coverage Revitalize the brand Permit subsequent extensions
Can fail & hurt parent brand image Xerox Computers-synonymous with copiers & no one believed they could make computers
Can succeed but cannibalize sales of parent brand Amul Butter-reduced salt butter is slowly eating up Amul normal butter
Can succeed but diminish identification with any one category Can succeed but hurt the image of parent brand
Can confuse or frustrate consumers Can encounter retailer resistance Can dilute brand meaning Can cause the company to forgo the chance to develop a new brand