Mastering The Multiple Brand Strategy
September 17, 20095 min
One of the hidden drivers of business is fashion and I’m not just talking about clothing.
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Brand Extension - Page 3 of 7 - Branding Strategy Insider
Brand extension is a marketing strategy in which an organization that markets a product or service with a well-developed image uses the same brand name but in a different business category. Brand managers use this as a strategy to increase and leverage brand equity. Product extensions, on the other hand, are versions of the same parent product that serve a segment of the target market and increase the variety of an offering.
Loss Of Focus And Line Extension
July 14, 20092 min
Loss of focus is really all about line extension. And no issue in marketing is so controversial. Companies look at the brands from an economic point of view.
Brand Migration: Navigate The Passage
June 15, 20096 min
I guess you’ll have heard about the Versace hotel, the Ferrari laptop, and the Apple cell phone. Yet, had I suggested any one of these products to you fifteen years ago, you might have been forgiven for thinking that a few extravagant typos had made it past the editor. Yet today, we’ve become perfectly used to extreme brand extensions like these.
Starbucks Extension Tempts Failure
May 7, 20093 min
Starbucks is trialing a new coffee called Starbucks Via in its London cafés. Unlike the chain’s traditional fare, it is an instant coffee that offers consumers the opportunity to enjoy their favorite brew in the comfort of their own homes.
When Brand Power Threatens Brand Extension
December 5, 20082 min
There are two brands that I deter my MBA students from referring to in class. The first is Coca-Cola. Quite simply, Coke is the alpha of branding. And any reference to Coke usually ends up ridden with cliché’s and strategically void. If anyone ever begins a presentation on brands by talking about Coke you are in for a dull ride.