Product Extensions: The Best Way to Extract the Full Value From Your Brand

by Devon DelVecchio and Daniel C. Smith

The Virgin brand name appears on compact disks, airplanes, online games, health and fitness clubs, and soft drinks. Why? Brand extensions facilitate new product introductions. Consumers are able to draw on their experiences with the brand to imagine what the new product will be like. For instance, if Virgin were to open a casino, people might imagine it to be loud, bright, and exciting—much like the products that are already affiliated with the brand. Consistent with this expectation, research shows that brand extensions obtain greater introductory market share than do new brands. What's more—they do so with less marketing investment.... cont'd

PREMIUM MEMBERSHIP IS REQUIRED FOR THIS ARTICLE. TRY A 2-DAY FREE TRIAL TO READ IT NOW!

Premium Membership 2-Day Free Trial Your Premium Membership Free Trial includes access to more than 3,000 Premium articles, case studies, SmartTools, marketing guides, and more... with new exclusive resources added every week! Enter email address:     Need help, or more information? Call us at (866) 557-9625. Our friendly customer service staff are happy to help.

Already a PREMIUM Member? Sign in here... Email/Username: Password: Remember me HELP! I forgot my password...