Line Extensions
There are several ways for “accomplishing” brand extensions, including
horizontal extension, distance extension, and vertical extension .
When a firm uses the existing brand name for extending into a new product in
the “same product class or to a product category new to the company” it is
considered as horizontal extension . Horizontal extension again could be extended into two categories.
One is line extension and other is franchise extension.
Aaker and Keller states that horizontal brand could be further divided into two categories which are line
extension and franchise extensions, and according to them the focus of these
brand categories is different .
Line extensions :
Using an existing brand name and same product class for entering a new market segment comes in the category
of line extension.
Examples of line extensions shampoos for different segments such as dry hair, oily hair, and dandruff hairs, etc.
This strategy is generally more successful for extensions in the same category as the core product
There are several ways for “accomplishing” brand extensions, including
horizontal extension, distance extension, and vertical extension .
When a firm uses the existing brand name for extending into a new product in
the “same product class or to a product category new to the company” it is
considered as horizontal extension . Horizontal extension again could be extended into two categories.
One is line extension and other is franchise extension.
Aaker and Keller states that horizontal brand could be further divided into two categories which are line
extension and franchise extensions, and according to them the focus of these
brand categories is different .
Line extensions :
Using an existing brand name and same product class for entering a new market segment comes in the category
of line extension.
Examples of line extensions shampoos for different segments such as dry hair, oily hair, and dandruff hairs, etc.
This strategy is generally more successful for extensions in the same category as the core product