Band Extension

Brand Extension “ A new product or service that is related to an existing brand, but that offers a different benefit and/or appeals to a different target segment”. ,[object Object],[object Object],[object Object],[object Object]

Scope of the Presentation ,[object Object],[object Object],[object Object],[object Object]

New Products and Brand Extensions

Ansoff’s Growth Share Matrix Product Development Diversification New Markets Current Markets Current Products New Products Market Penetration Market Development

New Product – Branding Decisions ,[object Object],[object Object],[object Object]

Brand Extensions ,[object Object],[object Object],[object Object],[object Object]

Line Extensions ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object]

http://www.britsuperstore.com/acatalog/Fairy.html

Category Extensions ,[object Object]

E.g.: Swiss Army Watch Search on this ??????????????????????

Success of Extensions ,[object Object],[object Object],[object Object],[object Object]

Strategies for Category Extensions - Tauber ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Strategies for Category Extensions - Tauber ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Reasons for Failure of New Products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Advantages of Brand Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Disadvantages of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How Consumers Evaluate Extension

Managerial Assumptions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Essential Assumptions for Extensions ,[object Object],[object Object],[object Object],[object Object]

Factors Influencing the Success of Extensions ,[object Object],[object Object],[object Object]

Factors Influencing the Success of Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object]

Band Extension

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Band Extension