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The following two case studies provide recent examples of brand extension and stretching ... Tesco is extending its Finest brand into the home ware market and other non-food products such as crockery, ...
The main advantage of a brand extension is that you take the equity/goodwill from an existing brand and use it in another context. ... Brand extension options, in order of increasing risk, are:
Virgin spreads by Jackson Mahr January 24, 2005 issue There have been many column inches written about Virgin’s enormous brand strength and its seemingly voracious appetite for new b...
But his hugely popular national beverage brand took only two years to catch on. ... "When I first thought of starting a new brand and business, the Australian market, especially the food industry, ...
So how far will a brand stretch? While there are no hard and fast rules, a basic guideline is to determine how closely aligned the extension is from current perceptions.
Brand Extension Research, founded by Dr. Ed Tauber, is the premier specialist in researching and developing brand extensions, brand stretching and the general techniques of extending brands.
Blogging about brands and branding, ... The Country Brands Index 2008 rankings for specific dimensions of the brand and here are some examples and the top performers: [Read more →]
Virgin is perhaps the most mis-understood and mis-used examples of brand extension ever. Make no mistakes, Sir Richard Branson has more balls, bravado and billions that I or anyone reading this will ...
What are the affects of brand name and extension? Examples are linked here. Whether to do a brand extension is difficult to know. Nabisco chose to do a whole new brand when they did Snackwells as ...
Brand-extension strategy: Microsoft uses its strong brand name to launch new software products. Some examples include Microsoft Word, Microsoft Office, and Microsoft Internet Explorer.
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