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Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework.
Cannibalization is an important issue in marketing strategy when an organization aims to carry out brand extension.Normally, when a brand extension is carried out from one sub-category (e.g. Marlboro) to another sub-category (e.g. Marlboro Light), there is an eventuality of a part of the former's sales being taken away by the latter.
Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc ...
Virgin is one of the world's most recognized brands, which has used various types of brand extensions, including umbrella branding. Virgin has 33 branches that operate under the Virgin name; however, the practice of umbrella branding is observed in their industry-specific brands (e.g. Virgin Drinks , which was a subsidiary of Virgin Group that ...
The WWE Draft logo used from October 2019 to April 2023. The WWE Draft is a process used by the American professional wrestling promotion WWE to refresh its rosters between the Raw and SmackDown brands (2002–2011; 2016–present) when a brand extension is in effect.
The brand extension, also referred to as the brand split, is the separation of the American professional wrestling promotion WWE's roster of wrestlers (and, at various times, creative staff) into distinct divisions, or "brands".
Image source: The Motley Fool. Occidental Petroleum (NYSE: OXY) Q4 2024 Earnings Call Feb 19, 2025, 1:00 p.m. ET. Contents: Prepared Remarks. Questions and Answers. Call Participants
A recent example of brand architecture in action [6] is the reorganization of the General Motors brand portfolio to reflect its new strategy. Prior to bankruptcy, the company pursued a corporate-endorsed hybrid brand architecture structure, where GM underpinned every brand.