SWOCC's Brand extension success factors
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...