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Data Governance: Core Concepts
Brand Extension Analysis
A framework for evaluating the risks and rewards of launching a new product in a different category under an existing brand name. ✨
Article Points:
1
A brand extension uses an established brand name to enter a new product category.
2
Benefits include lower launch costs and faster consumer acceptance.
3
The primary risk is 'brand dilution,' which can damage the parent brand's image.
4
Analysis requires evaluating the 'fit' between the parent brand and the new category.
5
Key dimensions of fit include complementarity, transferability of skills, and brand image.
6
A failed extension can hurt the core brand (e.g., Harley-Davidson perfume).
Source:
Brand Extension Analysis
Brand Extension Analysis
No Mindmap Data
Source:
Brand Extension Analysis
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