SWOCC’s Brand extension success factors

Charlotte Blom

SWOCC (2005) carried out an analysis of factors which influence the success and failure of brand extensions in the Netherlands.

SWOCC's Brand extension success factors

Charlotte Blom

SWOCC (2005) carried out an analysis of factors which influence the success and failure of brand extensions in the Netherlands. A sample of 100 extensions of important brands in the supermarket sector was analysed over a period of nine years (1994 – 2003), based on Nielsen-data. Simultaneously, a meta-analysis was carried out based on over 100 publications on this subject.

Of the 100 brand extensions analysed, 41% were successful. Non-food brand extensions turned out to be more successful than food brand extensions.

The literature analysis produced a large number of distinct but interrelated...

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