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Essay / Research Paper Abstract
This 11 page paper looks at the use of brand extensions and how they may either endanger a brand or create opportunities for growth. Both of these potential outcomes is examined, looking at theory and examples before the strategy of brand extensions is considered and a conclusion reached regarding whether or not it is a goods strategy. The bibliography cites 11 sources.
Page Count:
11 pages (~225 words per page)
File: TS14_TEbrandex.rtf
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Unformatted sample text from the term paper:
is a the Correct Approach 10 4.1 Endangerment 10 4.2 Growth 11 5. Conclusion 12 1. Introduction Brand extensions are becoming increasingly popular; A brand extension takes place when "a firm uses an established brand name
to introduce a new product, (Keller, 2003; 577). The ability to leverage an existing established band name and benefit from the existing perceptions is a an attractive proposition to many
firms, presenting an opportunity to increase revenues and profits with less cost than that associated with starting up and establishing a new brand for a product launch, there is also
the potential of entrenching and supporting the exiting brand with the new extension. Indeed, brand as wide ranging as Nike, Detol and designer labels such as Chanel have all be
successful in undertaking brand extensions. Perhaps one of the first was Chanel No.5 back in 1922,, a perfume launched by a fashion house; a brand extension that is still going
strong. However, it may also be argued that for most brands, unless there is a very comfortable fit, the use of extension can be costly and have the potential to
be very damaging, with the potential to damage or devalue the source brand and cause consumer confusion. Therefore, it is possible that using brand extensions may be a potentially
lucrative strategy, and add value to the firm and the ground, but it is also possible that there could be negative reactions; when Disney launched a $1200 executive Sleeping
Beauty pen the idea may have appeared a good idea, but it did not go down well with the intended target market, however, in this instance there was no harm
done to the main brand, other than the opinion that there had been a bad mistake, other brand extensions that have failed include Hooters Airlines and Cheetahs Lip Balm (Hein,
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