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CHAPTER 12: INTRODUCING AND NAMING NEW PRODUCTS AND BRAND EXTENSIONS

Lecturer – Md Shahedur Rahman

Leverage the Brand 12.2

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Firms are seeking to build “power” or “mega” brands that establish a broad market footprint Appealing to multiple customer segments with multiple products all underneath the brand umbrella.

Ansoff’s Growth Share Matrix

12.3

Brand Extensions 12.4

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When a firm uses an established brand name to introduce a new product Brand extension classification  Line

extension

 Using

a sub-brand to target a new market segment within the same product category

 Category  Using

extension

the parent brand in a different product category

Advantages of Extensions 12.5

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Facilitate new product acceptance  Improve

brand image  Reduce risk perceived by customers  Increase the probability of gaining distribution and trial  Increase efficiency of promotional expenditures  Reduce costs of introductory and follow-up marketing programs  Avoid cost of developing a new brand  Allow for packaging and labeling efficiencies  Permit consumer variety seeking

Advantages of Extensions (Cont.) 12.6

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Provide feedback benefits to parent brand  Clarify

brand meaning  Enhance the parent brand image  Bring new customers into brand franchise and increase market coverage  Revitalize the brand  Permit subsequent extensions Brand • Nike

Original Product • Athletic Shoes

Extension products • Sport Clothing, equipment. etc

New Brand Meaning • Athletic performance.

Disadvantages of Extensions 12.7

Can fail and hurt parent brand image  The launch of Diet Coke: Are you telling me that the regular Coke is not good for health?

Disadvantages of Extensions 12.8

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Can confuse or frustrate consumers Can encounter retailer resistance Can fail and hurt parent brand image Can succeed but cannibalize sales of parent brand Can succeed but diminish identification with any one category Can succeed but hurt the image of the parent brand Can dilute brand meaning Can cause the company to forgo the chance to develop a new brand

Understanding How Customers Evaluate Brand Extensions 12.9

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Managerial assumptions  Consumers

have some awareness of and positive associations about the brand in memory  At least some of these positive associations are evoked by the brand extension  Negative associations are not transferred from the parent brand  Negative associations are not created by the brand extension

Brand Extension Example 12.10

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Proctor and Gamble “Crest”  12

different types of toothpaste  Floss, Mouthwash and whitening strips

Successful Extensions  Apple  Imac  Ipod

 Iphone

Brand’s Core Values of Superb Cutting Edge Design and Technology leveraged into first class consumer products!

Maggi as a Brand  Core

Product = 2 minute Noodles  Extension 1 = Soup cubes and Sauces/ Ketchup  Extension 2 = Soup Packets  Extension 3 = Pickles

Pierre Cardin as a Brand 12.13

 Core

Product = Designer Apparel.  Extension 1 = Fragrances and Cosmetics  Further Extensions = Watches, Pens, Base ball caps, cigarettes etc.

Steps in Successfully introducing brand extensions 12.14

1.

2. 3. 4. 5.

Define actual and desired consumer knowledge about the brand. Identify possible extension candidates. Evaluate the potential of the extension candidate. Design marketing program to launch extension. Evaluate extension success and effects on parent brand equity.

Creating Extension Equity 12.15

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2.

3.

Salience of parent brand associations in the minds of consumers in the extension context Favorability of any inferred associations in the extension context Uniqueness of any inferred associations in the extension context

When Brand Extensions Appropriate?  When

Prior Brand Equity exists  Consumers must see some “connection” between the proposed extension and the parent brand.  Eg: “Jeep/ Land Rover vehicles extending to Jeep/ Land Rover Brand outdoor clothing etc”.  The proposed extension contributes to and reinforces the overall brand equity of the parent brand.

Any Question ?