Brand expansion

Die Markenerweiterung (engl. Brand Extension) ist eine Form von Brand transfer. Dabei wird eine bestehende Marke auf neue Produkte in anderen Kategorien übertragen. Ein Beispiel für interne Markenerweiterung ist NIVEA. Diese ursprüngliche Einzelmarke für Hautcreme wurde vom Hersteller auf zahlreiche Produkte für die Körperpflege übertragen.

An example of external brand extension is DUNHILL. This original umbrella brand for tobacco, cigarettes and pipes was licensed to include men's clothing, writing implements and watches. The success of the brand expansion is based on the fact that good customer experiences with a product from the brand family increase the likelihood that they will also buy other products from this family.

Advantages of brand expansion:

The new products benefit from the good image and high level of awareness of an established brand name (umbrella effect)

Es entsteht ein hohes Synergie-Potenzial (Synergy effects)

When introducing new products, costs and time are saved because there is no need to develop a new brand.

Disadvantages of brand expansion:

It is difficult to find an optimal brand name for every new product

There are negative composite effects when the quality of individual products is poor

The brand's competence in other product categories is limited.

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