Brand Brand extension as a growth strategy has been employed in many companies and has increased its popularity in the recent decades. It also has gained a lot of attention from academic field.
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Brand extension can be defined as ‘the use of an established brand name on a new brand within the same broad market or product category’ by Jobber () and as stated by Choi, et al () a typical definition is ‘the use of an established brand name to enter new product categories or classes’.
Brand extension as a growth strategy has been employed in many companies and has increased its popularity in the recent decades. It also has gained a lot of attention from academic field.
The use of established brand names to enter new product categories or classes is defined as brand extension (Keller and Aaker, ).
Brands [ ]. M.A.C. Cosmetics Brand Extension Gold Addy - Elements of Advertising: Visual. Versatile Interior Spaces (VIS) is an indoor styling brand extension by M.A.C.
Cosmetics that believes in the importance of interior fashion with an emphasis on trend evolution. Brand Extension Essay BRAND EXTENSIONS: STRATEGIC MARKETING Brand extension has been a popular strategy for entering into new segments by extending brands into similar or new product categories through leveraging existing brand perceptions and image.
In other words, it is a. In brand extension research, the concept has been proven “to activate dormant attributes which the parent and extension category have in common” (Pryor and Brodie, , p. ) as reported by Chakravarti et al. () who investigated brand name extension strategies and Johnson () who looked at consumers' similarity judgements.