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Brand Extension Assessing Consumer Response by Mohan Raj V, Parvin Banu I

Brand Extension Assessing Consumer Response

by Mohan Raj V , Parvin Banu I
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Book cover type: Paperback
  • ISBN13: 9786209799273
  • Binding: Paperback
  • Subject: N/A
  • Publisher: LAP Lambert Academic Publishing
  • Publisher Imprint: LAP Lambert Academic Publishing
  • Publication Date:
  • Pages: 72
  • Original Price: USD 56.0
  • Language: English
  • Edition: N/A
  • Item Weight: 109 grams
  • BISAC Subject(s): Marketing / General

In today's dynamic and fiercely competitive marketplace, businesses continually seek innovative strategies to capture and retain consumers' attention. A powerful and well -established brand can be leveraged as a valuable asset in this endeavor. One such strategy that companies employ to maximize their brand's reach and impact is brand extension. Brand extension refers to the practice of launching new products or entering new markets under an established brand name. This strategic move aims to capitalize on the existing brand equity and consumer trust associated with the original brand. However, the success of brand extensions varies depending on the type of extension - whether it is a "Line Extension" or a "Category Extension. "Line extensions occur when a brand introduces new products within its existing product line. These new products share a strong connection with the brand's core offerings and are usually targeted at the same consumer base. On the other hand, category extensions involve venturing into entirely new product categories or industries, often distant from the brand's core offerings.

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