Professional Documents
Culture Documents
New Products and Brand Extensions
New Products and Brand Extensions
BRAND EXTENSIONS
Overview
New Product & Brand Extension
Advantages
Disadvantages
How Consumers Evaluate
Extensions?
New Product & Brand Extensions
New Product –Branding Decisions
A new brand – individually chosen for the
new product.
An existing brand name applied in some
way.
A combination of a new brand with an
existing brand.
BRAND EXTENSIONS
A Brand Extension occurs when a firm
uses an established brand name to
introduce a new product (approaches 2
or 3)