Advantages and Cautions of Brand Extensions

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Branding > Forum > Advantages and Cautions of Brand Extensions

Advantages and Cautions of Brand Extensions
Genevieve Northup, Editor, Germany, Premium Member
A brand extension is a branding technique that relies on an established umbrella brand to bring a new product to market (Kotler & Keller, 2009, p. 139).
These are the main advantages of brand extensions:
  1. INCREASE THE LIKELIHOOD OF NEW PRODUCT SUCCESS. Target markets and retailers are likely already familiar with the company and its benefits.
  2. REDUCE COSTS OF PRODUCT INTRODUCTION. Less time and money is needed to bring a product to market because slogans, art... Read more? Sign up for free
 

   

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