This short essay presents the perspective of consumers in evaluating brand extensions by a company. The author has presented discussion on the theory by Aaker and Keller (1990) and self perspective about this subject.
Aaker and Keller presented three dimensions of the relevance in terms of:(b) Hypotheses 2: The two products (original and extended) need to fit together in some perspectives for consumers to perceive enhanced transfer of quality from original brand to the new brand. The researchers argued that this transfer becomes weaker if direct fits are not visible.A number of researchers have presented their perspectives on the research of Aaker and Keller supported by their own surveys & experiments. The author shall not present any validation of arguments against the hypotheses of the researchers but hereby agrees that an organization need to deeply study the customer perceptions about new product ideas generated to benefit from brand extensions. Moreover, it is not easy to get consumer perceptions by just presenting the new product ideas to consumers because the attitudes towards new products need their tangible visualization rather than imaginations. Hence, the author proposes that organizations should first develop a pilot of new products incorporating the target quality that the product designers intend to incorporate and then carry out intensive surveys among consumers that already are loyal to the parent brand. Pointed questions should be asked to the consumers pertaining to the matching of new products classes with the original product classes. The author proposes that the branding should also present the results of surveys conducted by organization such that the consumers feel a sense of participation in development of the new product lines. As reiterated by Aaker and Kelly, the fitment of original and new product classes is very critical to achieve positive attitudes of consumers pertaining to the brand extensions. Hence, the organizations should develop appropriate measurement criteria and collect enough data from the markets to accurately measure the "Degree of Fitness" between the two product classes. Supporting the viewpoints of Aaker and Kelly, the author suggests that the fitness should not only be the only criteria but the quality of the new product ...
Cite this document
(“Aaker and Keller's brand extension theory Essay Example | Topics and Well Written Essays - 750 words”, n.d.)
Retrieved from https://studentshare.net/miscellaneous/308884-aaker-and-kellers-brand-extension-theory
(Aaker and Keller'S Brand Extension Theory Essay Example | Topics and Well Written Essays - 750 Words)
“Aaker and Keller'S Brand Extension Theory Essay Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.net/miscellaneous/308884-aaker-and-kellers-brand-extension-theory.
Communion by Extension
Communion by Extension is a religious ceremony practiced in Christian churches wherein the faithfuls are allowed to partake the earlier-consecrated bread and wine even in the absence of an officiating priest. This rite has been part of the practice since the earliest times, and has been observed in the Episcopal Church in Scotland and in other parts of the Anglican Community for quite some time (Turner, 2003 p 1-3).
Principles of Brand Extension and its Rationales Brand extension is a good strategy to increase the input of a certain company in the market (Gelder, as cited in Kapferer, 1997). Thus, exploring new ideas through this paper to know how and what to consider before conducting a brand extension.
Due to the brand loyalty and awareness coke enjoy, it will be much easier to sell another product with coke similarities because consumers of coke will be more likely to buy the product (Chien & Moutinho, 2007). The new product will be a soft drink and it will have to share a name with coke, for example, giving it a brand name meal coke.
Brand extensions are carried out by companies to leverage the equity built up in the established brands to launch new products that never have been their competencies in the past. Boush and Loken in 1991 argued that companies can utilize brand extensions by appropriately planning the organization structure, capital resources and ability of internal people keeping in mind the brand equity of the organization in existing markets and the corresponding expectations that the consumers shall have in the new markets keeping in view the existing perceptions about the organization.
Herein lies the problem because developing a new consumer product is a costly, high-risk business proposition. Companies so inclined have to start practically from scratch, especially if the product they have in mind is totally new and unproven. Even if these companies overcome the difficulties at the product development stage, the odds on their product ever making a market splash are stacked against them.
Here, the main columns are all in the exterior while two secondary columns are located in the interior supporting the first floor slab for the adult's reading area. The main beams also frame the exterior while the intermediate beams support the top slab in the ground and first floors.
Helen can read and count and spell and write like blind girls mildred will not go to boston Mildred does cry prince and jumbo will go to boston papa does shoot dicks with gun and ducks do fall in water and jumbo and mamie do swim.
On the other hand, the Chinese are highly receptive to imported goods. Because of this global brands became very popular among Chinese consumers. The Chinese consumers are more similar to Western consumers than Asian ones (Hilliard et al., 2012). Without a doubt, Chinese
It is vital to note that position is not determined by the appearance of the product or the sustenance that it pursues to stimulate. However, it is instead the insight or appearance that takes a distinct location in the mindset of the consumer;
was an impressing place of the world of couture, Vionnet used totally innovative approach, which was represented in sartorial skills of its founder with the perfect combination, experimentation and elegance (Madeleine Vionnet, 2015). However, the business was shuttered and only
2 Pages(500 words)Essay
GOT A TRICKY QUESTION? RECEIVE AN ANSWER FROM STUDENTS LIKE YOU!
Let us find you another Essay on topic Aaker and Keller's brand extension theory for FREE!