Strategic Brand Management and Development

Chapter9

Brand growth: Brand architecture and brand extensions

Chapter aims and learning outcomes

This chapter corresponds to the fourth stage of Keller and Swaminathan’s (2020) strategic brand management process, i.e. growing and sustaining brand equity (see Figure 9.1), and aims to achieve the following:

1.Understand the concepts of brand architecture and brand hierarchy.

2.Explore the characteristics of the two types of brand extensions: line and category extensions.

3.Discuss the advantages and disadvantages of brand extensions and their impact (spillovers) on the parent brand.

4.Understand the psychological processes consumers follow in evaluating brand extensions.

5.Provide a thorough discussion of the consumer-, brand-, culture-, ...