Brand extensions: when to use them

Article Abstract:

The question of when to introduce a brand extension is examined. Using data from a longitudinal sample of 95 nondurable consumer goods brands, it is concluded that brand extensions that are introduced early are not likely to perform as well as brand extensions introduced late in the product category's life cycle. It is also concluded that brand extensions introduced early do not perform as well as new-name products that have been introduced early in the product category's life cycle. The study does show, however, that brand extensions introduced late do gain significantly higher market shares than new-name products that were introduced early.

Research, Product management, Marketing management, Brand name products, Brand names

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How to get from "I'm satisfied" to "I'm sold!"

Article Abstract:

A customer who is already satisfied with a brand, do not accept another vendor easily. Marketing methods to convince a buyer who is already satisfied with a competitor product are discussed.

United States, Marketing, Methods, Analysis, Client development, Brand choice

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