A. The American Heritage Dictionary of Business harm defines brand extension as “utilizing a well-known brand have-to doe with to introduce new and modified harvests in an take on to gain shelf space and market share” (www.yourdictionary.com). firearm any attempt to gain market share sounds interchangeable a good idea, several studies and anecdotal precedents have shown that brand extension can be a very poor idea for a parent company. Marketers are forever later a new product or gimmick to get word the consumer’s ever decreasing attention and are typically in favor of the short-term market gains associated with brand extension. Because of vendor’s affinity for brand extension, literature relating negative connotations towards it is peculiar(a) and the findings are often portrayed as incongruent. The early whole kit and boodle of Aakar and Keller (1990) find no significant evidence that brand name can be diluted by unsuccessful brand extensions. However, Loken and Roedder-John (1993) found that dilution does occur when there is an inconsistency in product category and brand beliefs (en.wikipedia.org).
They say the failure of extension whitethorn arise from “the difficulty of connecting with the parent brand, a lack of comparison and familiarity, and inconsistent IMC messages (en.wiki.org). Further research by Martinez and de Chernatony explain the roles of ordinary brand image and product brand image. They maintain that, although the superior general brand image may be strong enough, the dilution feeling of brand extension negatively affects the parent brand’s image by changing the beliefs and associations in the consumer’s headway (en.wiki.org). A case in point is the New bump debacle launched in 1985. At first, consumer response was positive (most probable attributed to aggressive marketing), but consumer backlash against a perceived low-level product created a negative impact on the parent...If you motivation to get a full essay, order it on our website: Ordercustompaper.com
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