Aaker and Keller (1990) proposed a brand extension
model in which several factors were posited to influence the success of an extension.
But is this particular brand extension
right for the prancing horse?
"We see these sachets as a true functional brand extension
which will really make life easier for home cooks lacking the skills, confidence or time to cook."
Capitalising on the strength of the Leading brand, the company introduced its first brand extension
-- The Leading Small Hotels of the World -- in 1999.
The research is conducted within a brand extension
context because many consumer product firms leverage brand equity by extending brands into new product categories (Keller, 2008).
FremantleMedia Enterprises (FME), the brand extension
arm of FremantleMedia, and talkbackTHAMES, producer of long-running crime drama series The Bill, today (17 December) announced that the shows brand new website, http://www.thebill.com, went live on 10 December 2009 after the end of that night's episode.
Web TV is a natural development, using a visual medium for a visual profession where video really can add to the understanding of complex techniques." Ian Carter, MD of Ten Alps Publishing London, said: "Ten Alps is delighted to partner the AOP in this new venture as a web TV channel is an ideal brand extension
for a membership organisation."
ScottsMiracle-Gro will act as marketing agent for these brand extension
product lines and the companies will equally share future profits, which are expected to be approximately $15 million in fiscal 2019.
In previous research on brand extension
, scholars have examined the extendibility of different brands when an extension is developed for which the brand concept is consistent with the parent brand (Martin & Stewart, 2001; Park et al., 1991).
However, positive evaluations of brand extensions
depend on several elements, the main one being the degree of fit or correspondence between the traditional products of the parent brand and the child products of the brand extension
has been one of the most commonly used strategies to launch new products for decades (Aaker, 1996).