MKT 510 Chapter Notes - Chapter 12: Us Airways Shuttle, Brand Equity, Us Airways
Document Summary
Chapter 12: introducing and naming new products and. New products and brand extensions: ansoff"s product/market expansion grid (aka growth matrix) figure. Marketers apply the parent brand to: vast majority of new products are brand extensions. Company: clarify brand meaning, enhance the parent brand image, bring new customers into brand franchise and increase market coverage, revitalize the brand, permit subsequent extensions. A successful extension can not only contribute to the parent brand image but also enable a brand to be extended even farther. An unsuccessful extension hurts the parent brand only when there is a strong basis of fit between the two. An unsuccessful extension does not prevent a firm from backtracking and introducing a more similar extension. Vertical extensions can be difficult and often require sub- The most effective advertising strategy for an extension is one that emphasizes information about the extension (rather than reminders about the parent brand)
