Strong brand equity makes possible a successful brand extension strategy. Please describe the components of a successful brand extension strategy. Also include in your response an example of a brand that had a successful brand extension and one that was unsuccessful. Explain why these brand extensions succeeded and failed, respectively.© BrainMass Inc. brainmass.com October 25, 2018, 7:27 am ad1c9bdddf
The component of a successful brand extension strategy includes owning some type of distinguishing property, an idea or asset that sets it apart from its competitors. The strategy may not be unique, but the way it is communicated is exceptional. The presentation of the property has to appeal to a mass segment looking for just that type of product, for it to garner a market share for its distinctiveness. The consumers have to be given a reason to prefer one product over another.
According to Sundar and Probha (2012), a brand extension can fail based on the:
- Characteristics of extension product, the quality and uniqueness of the extended products leads to success, and,
- Relationship between parent brand and ...
The components of a successful brand extension strategies are examined. Why brand extensions succeeded and failed, respectively is explained.
Strategies for internet commerce; resources needed. Discuss a successful company
Despite the difficulties, many technology companies experienced when the dot-com bubble burst - Internet commerce (e-business) is here to stay. What resources does an International Internet retailer need other than merely a storefront on the Internet? Does it require fewer physical, financial, and human resources than a traditional retailer, or just as many? Explain.
Use the Library search engines and resources to research one of the following companies (Yahoo, Google, EBay, AOL, or other internet companies you may be aware of) and explain why it is so successful despite the failures of other dot.com organizations. Explain what you think made this company so successful.View Full Posting Details