MGMC12H3 Chapter Notes - Chapter 12: Hair Coloring, Brand Equity, Touchstone Pictures
Document Summary
When a firm introduces a new product, it has 3 choices of branding it: Apply in some way to one of its existing brand. Combination of new brand and existing brand. Brand extension occurs when a firm established brand name to introduce a product (the last the approaches above) A new brand combined with existing brand, the brand extension can also be a sub-brand. An existing brand that give birth to a brand extension is the parent brand. If the parent brand is already associated with multiple products through brand extensions, can also be called family brand. Line extensions: using a sub-brand to target a new market segment within the same product category(adds a diff flavor, diff form or size, diff applications(like head and shoulder dry scalp shampoo)) Category extension: using the parent brand in a different product category (swiss army watch) General strategies for establishing a category or call franchise - extension (edward tauber):
