BUS 343 Lecture Notes - Brand Equity, Comparative Advantage, Clorox

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A new product sold with the same brand name as a strong existing brand. Extension limited to similar products: unless the brand is really strong (ie: ge) It minimizes the risk involve as it decreases the damage it can potentially do to the original brand. The value of one increases when you have the other (product) The value of having one decreases when you have the other. Loss of sales of an existing product when a new item in a product line is introduced because customers switch to the new product. Loss of existing customers when a product is modified or repositioned. To avoid cannibalization and customer alienation, do the research, estimate the demand, make a decision on the best evidence available. Using your brand power to get more money! A brand that a group of individual products or individual brands share. Brands that the manufacturer of the product owns.

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