Brands and branding: Brand extensions, stretching

 

This article argues that brand marketers have focused too much on the emotional side of brand marketing - the 'sizzle' and the 'stretch' - and have neglected the product. This imbalance is dangerous a ...

An overview of how beers are approaching marketing and communications in an increasingly competitive environment. The Harvard Business Review claims that of 30,000 new consumer products launched in 2 ...

In this introduction to Admap's special report on Brand Growth, Roderick White examines the theories, rules and practice of profitable organic growth. Starting with Ehrenberg's work he discusses theor ...

Helen Wing, global innovation director at Research International, finds that despite client willingness to launch brand extensions, they are more likely to fail than new products (which are also highl ...

This article examines how societal shifts resulting in a better-informed consumer are changing the nature of the customer-brand relationship as well as the nature of branding building. As the importan ...

A measurable framework for brand equity is presented that links together financial performance, loyalty, and attitudinal dimensions and for understanding the impact of a corporate brand on sub-brands ...

The elusive notion of brand equity is operationalized in a “share tiering” framework with a combination of multiple constructs: (1) relative barrier or brand price, (2) brand quality perceptions, (3) ...

Leo van Sister, founder and partner at BrandWatch brand consultancy, discusses the pros and cons of multi-branding, and the guidelines for success in this, one of the most popular, business strategies ...

The past century was marked by the birth of nearly every brand we know and consume today. In the 21st century, on the other hand, brands will multiply their portfolio into different products and servi ...

Laura Mazur describes how Mike Jatania has created a whole new business model. His company, Lornamead, buys up corporate cast-offs. He believes that these orphan brands, abandoned by their old owners, ...

The success of the branding concept is most dramatically illustrated by the way in which many large companies have skilfully integrated their offerings into corporate master brands. As a way of effici ...

Previous research on brand extension has been much concerned with the potentially negative backfire effects of unsuccessful extensions. The present research focuses on the upward potential of positive ...

Rod Hirsch explores how branding works in the technology market sector. With examples from Microsoft, Symantec, Apple, and, even Toyota, he analyses the branding strategies of the winning companies.

Scot McKee reviews the three predominant brand categories - corporate, master and umbrella. He explains that corporate brands are the easiest to identify - the company is the brand. He describes maste ...

The authors argue that quantifying return on investment from brand development is a key issue. They believe that traditional methods of estimating incremental sales attributable to marketing expenditu ...

Discusses `reality branding', placing brands in controlled environments without consumers realising that they are seeing sophisticated product placement. Examples in America: Quiksilver (a surfing bra ...

Discusses co-branding, also known as joint branding, brand alliance or co-marketing, the association (short or long-term) of two or more brands to form a separate and distinct new brand. Examples in S ...

Ian Fermor discusses the comparative effectiveness of brand and product advertising. He sees a danger of brands fragmenting to meet smaller consumer groups with a consequent reduction in benefit from ...

This case study discusses the appointment of a new agency to help keep the Tango brand ahead of its rivals, especially the arch rival Fanta. The article covers the producing of a short list of four ...

As a company introduces multiple products, there is a substantial risk that the products will confuse consumers, cannibalize one another or erode the brand's equity. The goal, then, must be to develop ...

A brand that leads its product category in market share may profit from marketing only to its core segment if the product category is popular enough to become a 'social necessity' to others outside th ...

The author, from GMAC Residential Holding Corp, describes how GMAC has marketed itself as a 'home ownership' service company - covering mortgages, real estate and relocation services - through low-bud ...

This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a 'classic' - an article that has withstood the test of time. First published in 1984, Plum ...

What happens to a brand's equity built through one Line of business - Coffee Shops - when the brand is extended to products sold through other outlets, like supermarkets? Do those reached and affected ...

This paper addresses such questions as how far can brands stretch? Are some brands more elastic than others, and if so, why? It is based on preliminary data from the 2000 wave of WPP's Brandz study, o ...

Brand extensions constitute an estimated 95% of the 16,000 launched in the United States every year. In the research described here, the authors introduce a categorization-based procedure to help mar ...

The author, from Bristol-Myers Squibb, describes the development of Clairol Herbal Essences Shampoo into a global brand, with a vast range of products. Credit is given to the Kaplan Thaler Group and ...

Argues that the built-in inertia of many markets is often more significant than market quality in the success of new launches. Merely producing an excellent product is not enough; one must also unders ...

Mercedes-Benz launched its first mini-car, the A-class, in the fall of 1997. Mercedes engaged in number of research efforts prior to the introduction of the A-class. The analysis performed in Norway ...

Argues that brands only work, long-term, when they capitalise on a company's inherent strengths, not when the branding is imposed from outside in response to what customers say they want (`genetic bra ...