Strategic Brand Management, Fourth Edition

12 Introducing and Naming New Products and Brand Extensions

Learning Objectives

After reading this chapter, you should be able to

1. Define the different types of brand extensions.

2. List the main advantages and disadvantages of brand extensions.

3. Summarize how consumers evaluate extensions and how extensions contribute to parent brand equity.

4. Outline the key assumptions and success criteria for brand extensions.

After too many extensions began to harm its image, Gucci retrenched and adopted a more careful approach to stretching its brand that met with greater success.

Source: Lou Linwei/Alamy

Preview

Chapter 11 introduced the concept ...