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    Brand Extension

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    akut1234
    Brand extensions can either endanger or help grow a brand. While brand extensions are an important brand growth strategy, they also carry risks of damaging the core brand if not implemented properly. A successful brand extension strategy requires understanding the brand's identity and conducting thorough market analysis to ensure new products fit with customer needs.

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    Brand Extension

    Uploaded by

    akut1234
    2K views15 pages
    Brand extensions can either endanger or help grow a brand. While brand extensions are an important brand growth strategy, they also carry risks of damaging the core brand if not implemented properly. A successful brand extension strategy requires understanding the brand's identity and conducting thorough market analysis to ensure new products fit with customer needs.

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    brand extension

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    Brand extensions can either endanger or help grow a brand. While brand extensions are an important brand growth strategy, they also carry risks of damaging the core brand if not implemented properly. A successful brand extension strategy requires understanding the brand's identity and conducting thorough market analysis to ensure new products fit with customer needs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    2K views15 pages

    Brand Extension

    Uploaded by

    akut1234
    Brand extensions can either endanger or help grow a brand. While brand extensions are an important brand growth strategy, they also carry risks of damaging the core brand if not implemented properly. A successful brand extension strategy requires understanding the brand's identity and conducting thorough market analysis to ensure new products fit with customer needs.

    Copyright:

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    Download as PPT, PDF, TXT or read online from Scribd
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    You are on page 1of 15

    BRAND EXTENSION

    Brand extensions can endanger brand


    versus
    Brand extensions are an important brand growth
    strategy

    Group 1 :
    Amirul Faiz
    Abd. Majid
    Ameeruz Kamal
    Tengku Mohd. Faizal
    Azman
    Suzilawati
    Normazleza
    Brand

     An identity labeled to a product


     Created to foster long term
    chained connections between
    company and customers.
    Brand Extension

    A part of brand management to


    diversify and leveraging the existing
    brand by entering into new product
    category by new product
    development.
     Using the corporate name combine
    with individual product name
     Called the sub branding policy
     The company name legitimizes
    and the product name
    individualizes the new product.
    Why is brand extension important to
    Nokia?
     hone existing and build new

    competitive advantages for


    continued leadership in the mobile
    communications market amid
    increased competition from rivals
     regain market share
    How does Nokia increase its
    competitiveness in the
    market?

     broadening its product portfolio – 40


    new devices to choose from.
     Variety in Nokia's offering will be
    enriched in 2005 when approximately
    two-thirds of Nokia's mobile device
    launches are targeted to have cameras
    and more than half are expected to be
    clamshells, slides and other non-mono
    block models.
    How does Nokia increase its
    competitiveness in the
    market?

     to get the most compelling products to


    market at the right time
     meeting customer needs in mobile
    devices and mobile infrastructure –
    support software customizations.
     to better capture potential upside in
    high-demand situations Nokia intends to
    further align its demand-supply
    network.
    Successful Brand
    Extension

    Thus brand extension is not only


    important to gain the competitive
    advantages of the market, it is also
    vital
    for the sustainability of the brand or
    company.
    Failure No.1:
     In 1975, launched a computer

    product, Xerox Data Systems,


    which had been researched at
    Xerox PARC.
     It failed disastrously

     Xerox lost US $85 million.


    Failure No.2 – 4 years later,
     Early version of a fax machine called

    a Telecopier.
     Another disastrous failure

     Xerox is associated almost

    exclusively with copier machines.


    Lesson from Xerox

     It’s vital to know who you are.


     Nobody knows the future.
     Brands are bigger than products.
    Example
    Example
    Conclusions

     Brand extension is necessary for


    brand growth strategy
     Requires proper market analysis
    Thank You

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