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Brand Extensions: The Good, The Bad & The Ugly

Nothing is as important for any company as the brand name. What if the name of Head & Shoulders is replaced by the word Dandruff Protector? Its sales will defiantly get down. Furthermore if new silky soft shampoo is introduced under the brand name f head & Shoulders can ruin the whole image the brand may be forever. Thus it has been stated by many of the studies that brand extension has been the central strategic growth for the firms during 80’s. Companies grow by introducing and adding new products under their brand name to strengthen it into the market and to make the new product successful due to already established worth the brand. However this strategy has its own drawback for example a brand name can fail to support the extension or the new products do differ in the minds of consumers from the actual position of the brand. Worse situation can take place when the new extension damages the original brand in the market.
Brand Association: It is important to introduce extensions to the brand with the support of association. There are seven approaches to do it: 1. Same product in different style 2. Distinctive features 3. Complimentary product 4. Expertise 5. Ethnic image.
Quality associations:
The brand is known by quality than any other feature of its. For example we all believe that the quality of KFC Zinger burger is higher than any other local brand. The features like fast, low price ad fiber containers are temporary what matters a lot in the eyes of customers is the quality of the product. Brand can be maintained with the extension by incurring the same quality in the new products as well. It can be solid base of sustainable competitive edge of any company.
Awareness and Presence:
The first and foremost product in the introduction of any new product under the brand is to

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