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Brand Extensions

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Pick a branded offering such as Southwest Airlines. Come up with 10 products or services that are alternative extension options. Include some that would be a stretch. Then evaluate each using the three criteria provided in the chapter.

Aaker, David A. (2011) Strategic Market Management, 9th edition, Hoboken, New Jersey: John Wiley & Sons, Inc.

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This detailed solution picks a company and identifies 10 potential brand extensions. Each idea is then tested under the three questions Aaker poses for viable brand extensions. Includes APA references.

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Here you go- enjoy! Now go out and run!

Pick a branded offering such as Southwest Airlines. Come up with 10 products or services that are alternative extension options. Include some that would be a stretch. Then evaluate each using the three criteria provided in the chapter.

I picked Newton Running (https://www.newtonrunning.com), a company that currently makes high end performance shoes for runners.
Here are 10 products or services the brand could try, as extension options:
1. Bicycles: runners and triathletes love to buy gear. The company could offer colorful high performance bike.
2. Swim gear: goggles, fins, sandals, the triathlete needs all of these to train and the flashier, higher performance the better.
3. Training videos: Newton shoes are built on scientific processes. Athletes are hungry for better training information.
4. Physical therapy services: Runners get hurt. Offering online diagnoses for simple, common aches and pains would save athletes a trip to the doctor and get them back on the road.
5. Online trainer & programs: A trainer on demand that could be personalized for each user, priced according to race goal.
6. Branded cameras: Like GoPro only it matches Newton's colorful philosophy.
7. Newton Races in Colorful places: Sponsor races in particularly colorful places like the tropics or Vegas to add to the branding and name ...

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Sally Baldwin, Ed.D
Education
  • BA, University of Southern California
  • MSS, United States Sports Academy
  • Ed.D, Boise State University
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