Brand extension evaluation model

Whan Park, Sandra Milberg and Robert Lawson

The brand extension evaluation model comprises two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity, and brand concept consistency.

Brand extension evaluation model

Whan Park, Sandra Milberg & Robert Lawson

The brand extension evaluation model comprises two factors that differentiate between successful and unsuccessful brand extensions:

  1. Product feature similarity, and

  2. Brand concept consistency.

In identifying brand extensions, consumers take both information about the product-level feature similarity between the new product and the products already associated with the brand into account as well as the consistency between the brand concept and the extension. For both function-oriented and symbolic brands, the most favourable reactions occur when brand extensions are made with high brand-concept consistency and high product-feature...

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