brand extension

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Written by:

Susan E


Date added:

August 17, 2014








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2 / 286


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The extension makes sense when there is a strong brand associations that provide a point of differentiation, or when the category does not support the resources needed to establish a new name. The failure of extension may come from difficulty of connecting with the main brand, a lack of similarity and familiarity...
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These failures of extension make consumers create a negative or new association relate to the brand even or to disturb and confuse the original brand identity and meaning. We can classify the brand image in two types: the general brand image and the product brand image. If the brand name is strong enough, the negative impact has no specific damage on general brand image...
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