Addition of a new product to an already established line of products under the same brand name. Brand extension allows the new product the benefit of the older product’s established reputation. For example, at its introduction to the marketplace, Ivory Shampoo already enjoyed the reputation of Ivory Soap, “the clean, pure soap.” In addition, if consumers considered the brand name Ivory to mean a trusted product, they would already consider the new shampoo in a favorable light.
Strategic Thinking: Best Methods for Making Performance or Direct Marketing Viable.
In marketing we tend to use the analogies of war. We talk about objectives and targets, about campaigns, overcoming consumer resistance and about mailing shots and the instruments of persuasion. Just as weapons have changed greatly …