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Brand extension

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BRAND EXTENSION.
NAME OF STUDENT:
REG NO:
UNIT TITLE:
UNIT CODE:
NAME OF PROFESSOR:
DATE OF SUBMISSION:

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BRAND EXTENSION.
Brand extension is defined as the use of a well established brand slogan or name in new product
categories. The new category (extending the brand) can either be related or unrelated to the
existing product categories. Successful brands help organizations to launch their products in new
categories very easily. For instance, the Nike brand’s core product is shoes, however it is
currently extended to soccer balls, sunglasses, golf equipment including basketballs. Brand
extension is very beneficial. It helps in the identification of resource requirements, evaluation of
product category opportunities, measuring brand appeal and relevance and lowering risks.
Brand extension varies. It might be successful or unsuccessful. Wipro is a good example of a
successful brand extension. It was originally into computers and has now extended into soap,
powder including shampoo. An example of brand extension failure, is Rasna Ltd. A famous soft
drink company in India. It tried to experiment with the fizzy fruit drink called Oranjolt and failed
tremendously (Martin, I. M., Stewart, D. W., & Matta, S. 2005).
Let us look at some of the advantages and disadvantages of brand extension (Balachander, S., &
Ghose, S. 2003).
Advantages of brand extension
It helps in increasing brand image.
It makes acceptance of new products easy.
The cost of developing the new brand is saved for use elsewhere.
It gives the consumers an opportunity to seek for variety.
It offers packaging including labeling efficiencies.
It allows for subsequent extension.

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BRAND EXTENSION. NAME OF STUDENT: REG NO: UNIT TITLE: UNIT CODE: NAME OF PROFESSOR: DATE OF SUBMISSION: BRAND EXTENSION. Brand extension is defined as the use of a well established brand slogan or name in new product categories. The new category (extending the brand) can either be related or unrelated to the existing product categories. Successful brands help organizations to launch their products in new categories very easily. For instance, the Nike brand’s core product is shoes, however it is currently extended to soccer balls, sunglasses, golf equipment including basketballs. Brand extension is very beneficial. It helps in the identification of resource requirements, evaluation of product category opportunities, measuring brand appeal and relevance and lowering risks. Brand extension varies. It might be successful or unsuccessful. Wipro is a good example of a successful brand extension. It was originally into computers and has now extended into soap, powder including shampoo. An example of brand extension failure, is Rasna Ltd. A famous soft drink company in India. It tried to experiment with the fizzy fruit drink called Oranjolt and failed tremendously (Martin, I. M., Ste ...
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