Brand leverage power: The critical role of brand balance

Brand leverage power: The critical role of brand balance

Caution must be exercised when using brand leverage strategy in the marketing of new brand name products. The determinants of the leverage strategy's success depend on consumer appeal and brand familiarity. Three approaches must be followed in the use of the brand extension practice.

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Bibliographische Detailangaben
Veröffentlicht in:Business horizons 1998, Vol.41 (1), p.75-84
1. Verfasser: Lane, Vicki R.
Format: Artikel
Sprache:eng
Schlagworte:
Brand equity
Brand image
Brand name products
Brand names
Consumer attitudes
Consumers
Decision making
Extensions
Financial leverage
Management decisions
Manycompanies
Marketing
Methods
New products
Power
Product introduction
Product lines
Product management
Securities markets
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Beschreibung
Zusammenfassung:Caution must be exercised when using brand leverage strategy in the marketing of new brand name products. The determinants of the leverage strategy's success depend on consumer appeal and brand familiarity. Three approaches must be followed in the use of the brand extension practice.
ISSN:0007-6813
1873-6068
DOI:10.1016/S0007-6813(98)90067-2