Right way to market and research extensions

[sunandaC]

Right way to market and research extensions

Sales volume prediction is the traditional way of assessing innovation. We believe that combining it with a brand-centred approach is the best way to minimise the risks of extension launches.

We see brand strength as a combination of a brand's functional performance and its emotional affinity with consumers.

Super brands, the strongest brands, draw their equity very heavily from affinity the image they project and the connections they make with people.

That looks like good news for extensions.

They come onto the market with an affinity close to established products and higher than new brands. But there's a big problem - performance is lacking.

Almost two-thirds of new brands have stronger performance than affinity. For extensions that drops to below half; much lower than existing brands.

Companies seem to launch extensions because they think the parent's strength can overcome any weakness in the product.

Extensions are born with silver spoons in their mouths, but the market is hard to fool.

 

[jitendra05]

Right way to market and research extensions

Sales volume prediction is the traditional way of assessing innovation. We believe that combining it with a brand-centred approach is the best way to minimise the risks of extension launches.

We see brand strength as a combination of a brand's functional performance and its emotional affinity with consumers.

Super brands, the strongest brands, draw their equity very heavily from affinity the image they project and the connections they make with people.

That looks like good news for extensions.

They come onto the market with an affinity close to established products and higher than new brands. But there's a big problem - performance is lacking.

Almost two-thirds of new brands have stronger performance than affinity. For extensions that drops to below half; much lower than existing brands.

Companies seem to launch extensions because they think the parent's strength can overcome any weakness in the product.

Extensions are born with silver spoons in their mouths, but the market is hard to fool.

Hey friend, thanks for your contribution and providing the report on Right way to market and research extensions which would really help many students and professionals. BTW, I am also going to share a document on Right way to market and research extensions for helping others.