Identify a recent brand extension and discuss how exposure, attention, and comprehension processes can influence the effectiveness of that brand.© BrainMass Inc. brainmass.com June 3, 2020, 7:27 pm ad1c9bdddf
Brand extension is the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver. For many years Caterpillar Inc. has been synonymous with heavy duty industrial machinery. In ...
This solution describes a discussion of brand extensions.