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Brand extension can endanger brands because their lack of expertise in one product or service. A company can be good at some things or focus on one thing and be great and build a large loyal customer base. For example ,Nike is known for its great shoes but if Nike would expand to say something like a sports drink and athletes found it to be not tasty, then that can affect their brand name and even transfer to lose customers that also purchased shoes. Brand knowledge dictates the future direction for a brand to expand (Kotler & Keller, 2012). Brands develop a promise to customers through deliverance of a great product or service and adding another product will confuse consumers.
The BRANDZ model discusses presence as being a key factor for consumers. Presence is the active familiarity based on past trial, saliency, or knowledge of a product (Kotler & Keller, 2012). Top brands have established to consumers that they are the best at what they do, so if a brand was to tap into a new market that another brand loyal customers, there is a high risk of lost within the first couple of years just in marketing alone. The risk of extending a brand into a new market must be a detailed strategic plan and can cost a company millions of dollars before the product even hits the shelves (Kotler & Keller, 2012). Brand extension can endanger your brand; stick to what you know and improve on that.© BrainMass Inc. brainmass.com October 17, 2018, 5:36 am ad1c9bdddf
Extending beyond an organization's core ability is a danger of brand extensions. Not only for the reason that the writer mentioned of endangering current brand image by potentially failing to uphold the brand image and quality but also by being involved in products that simply dilute the overall brand. Consider Nike. The writer ...
This solution responds to a post regarding brand extensions. Includes APA formatted reference.
The importance of product form and product category competition is discussed. The examples of Nabisco and Mercedes are taken up in some detail.
Most marketing managers consider their product form or product category competitors to be the most serious threats. What are the pros and cons of this perspective. Rate the intensity of competition.
Given the two brand names Nabisco and Mercedes Benz choose several brand extensions that you believe make sense and several that do not. Why?View Full Posting Details