A successful brand message strategy relies on a congruent communication and a clear brand image. Dove has many successful extensions that could be highlighted. Share through Email A strong brand name is an invaluable asset; managers must know when to exploit it, when to protect it, and how to tell the difference between the two.
It is especially important to highlight because as an international brand, it faced even more obstacles than other extensions by navigating a vastly different culture and an audience with an entirely different set of values. The failure of extension  may come from difficulty of connecting with parent brand, a lack of similarity and familiarity and inconsistent IMC messages.
The brand hit a homerun with this brand extension, and the revelations that came from it — that extensions could work if they were confined to the strong cleaning product category — informed a number of successful sanitizing products to follow. And even such spending levels do not guarantee success.
Advertising, promotion, and supplemental aspects of integrated marketing communications. They suggest that if the brand name is strong enough as Nike or Sonythe negative impact has no specific damage on general brand image and "the dilution effect is greater on product brand image than on general brand image".
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On the other hand, consumer has his psychology process in mind. In fact, the percentage of new products that are successful is not at all reassuring. The authors use three dimensions to measure the fit of extension. Brand extension can be as natural as offering an original product in a new form.
Brand extension evaluations by children and adults", Journal of Consumer Research, 29 1pp. A Two-Process Contingency Model.
Similarity between core brand and extension is the main concern of consumer perception of fit. Start right here, right now! Subscribe Popular Among Subscribers. Each year from toto totally new brands were introduced into American supermarkets.
For example, Colgate, a brand synonymous with dental care products, failed when it extended its brand to food products. One mistake can damage all brand equity. A water purifier from Virgin, a company known mainly for airlines, was deemed to be too strange and random an extension.
Clorox Toilet Bowl Cleaner The Clorox brand is associated with cleanliness, and is known for its bleach product. For example, a peanut butter company could offer jellies and jams to leverage its brand and the popular relationship between the products.
Because a small message dissonance would cause great failure of brand extension.Brand extension, also known as brand stretching, is the use of a well-established brand name for a new product or new product category. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.
The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity. Since brand appropriation involves incorporating unique brand associations, and creating incongruity, the resultant brand extension created by the firm to satisfy these appropriators must incorporate some level of incongruity as well.
1 Consumer Response to Brand Appropriation Johnny Graham Doctoral Student Fox School of Business Temple University Abstract In this paper I explore the contextual consequences of brand appropriation. A brand name can fail to help an extension or, worse, can create subtle (or sometimes not so subtle) associations that hurt the extension.
Worse still, the extension can succeed, or at least survive, and damage the original brand by weakening existing associations or adding new, undesirable ones. Appropriation of Brand Extension.
Print Reference this. Disclaimer: 'Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand.' (Lury, ).Download