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Determining the order and direction of multiple brand extensions

Author: Dawar, Niraj ; Anderson, Paul F.INSEAD Area: Marketing Series: Working Paper ; 93/17/MKT Publisher: Fontainebleau : INSEAD, 1993.Language: EnglishDescription: 38 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: The process of managing a successful brand involves leveraging the brand's equity to profitable ends. Brand extension provides a means of capitalizing on brand equity. This paper examines the importance of the order and direction of in brand extension. Two experiments provide evidence for effects of order and directin of extension. Results show that undertaking extensions in a particular order allows distant extensions to be perceived as coherent and that following a consistent direction in extension allows for greater coherence and purchase likelihood for the target extension
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The process of managing a successful brand involves leveraging the brand's equity to profitable ends. Brand extension provides a means of capitalizing on brand equity. This paper examines the importance of the order and direction of in brand extension. Two experiments provide evidence for effects of order and directin of extension. Results show that undertaking extensions in a particular order allows distant extensions to be perceived as coherent and that following a consistent direction in extension allows for greater coherence and purchase likelihood for the target extension

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