CHAPTER: 12
Introducing and
Naming New
Products
and Brand
Extensions
Learning Objectives
Advantages of Extensions
Managerial assumptions
Managerial Assumptions
Consumers have some awareness of and
associations about the parent brand in memory.
positive
Examples
Naming strategies
Brand extension
associations.
will
evoke
at
least
some
positive
of
these
To Sum Up
To Sum Up...
is
the
evidence
about
the
The extensions ability to establish its own equity will depend on:
Thank you.