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Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such a Virgin Megastores. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales.〔Keller, K.L. (1998), “Strategic Brand Management: Building, Measuring, and Managing Brand Equity”, Prentice-Hall International, Hemel Hempstead.〕 Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits.〔Tauber, E.M. (1981), “Brand franchise extensions: new products benefit from existing brand names”, Business Horizons, 24(2), pp. 36-41.〕 Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity.〔Muroma, M. and Saari, H (1996), “Fit as a determinant of success”, in Beracs, J., Baure, A. and Simon, J. (Eds), Marketing for Expanding Europe, Proceedings of 25th Annual Conference of European Marketing Academy, pp. 1953-63.〕〔Chen and Liu 2004. (incomplete citation)〕 While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity.〔Aaker,D.A.(1990),“Brand extensions: ‘the good, the bad, the ugly’”, Sloan Management Review, pp. 47-56.〕〔Martinez and Pina, 2003〕 Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity.〔Loken and John, 1993〕〔Roedder-John, D., Loken, B. and Joiner, C. (1998), “The negative impact of extensions: can flagship products be diluted?”, Journal of Marketing, 62 (1), pp. 19-32〕 In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family.〔Aaker, 1990; Tauber, 1981; Tauber, 1988.〕 Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in same product category of soft drinks. This tactic is undertaken due to the brand loyalty and brand awareness they enjoy consumers are more likely to buy a new product that has a tried and trusted brand name on it. This means the market is catered for as they are receiving a product from a brand they trust and Coca-Cola is catered-for as they can increase their product portfolio and they have a larger hold over the market in which they are performing in. ==Types of brand extension== Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension. First, the “Complement” refers to consumers taking two product classes (extension and parent brand product) as complementary in satisfying their specific needs.〔Henderson and Quandt, 1980.(incomplete citation)〕 Secondly, the “Substitute” indicates two products have the same user situation and satisfy the same needs, which means the product classes are very similar and that the products can act to replace each other. Lastly, the “Transfer” describes the relationship between extension product and manufacturer which “reflects the perceived ability of any firm operating in the first product class to make a product in the second class”〔Aaker and Keller, 1990, p30. (incomplete citation)〕 The first two measures focus on the consumer’s demand and the last one focuses on the firm’s perceived ability. From the line extension to brand extension, however, there are many different types of extension such as "brand alliance",〔Rao and Ruejert, 1994.(incomplete citation)〕 co-branding〔Milberg, S.J., Park, C.W. and McCarthy, M.S.(1997), “Managing negative feedback effects associated with brand extensions: the impact of alternative branding strategies”, Journal of Consumer Psychology, 6(2), pp. 119–40.〕〔 Kalafatis, S., Remizova, N., Riley, D. and Singh, J.(2012), “The Differential Impact of Brand Equity on B2B Co-branding,” Journal of Business and Industrial Marketing, Vol. 27, Issue 8, p 623-63.〕 or “brand franchise extension”.〔Tauber, 1981, p.36.〕 Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand’s benefit, same product with different price or quality, etc. In his suggestion, it can be classified into two category of extension; extension of product-related association and non-product related association.〔Tauber, E.M. (1988), “Brand leverage: strategy for growth in a cost-controlled world”, Journal of Advertising Research, 28, August–September, pp. 26-30.〕 Another form of brand extension is a licensed brand extension. In this scenario, the brand-owner works with a partner (sometimes a competitor), who takes on the responsibility of manufacturing and sales of the new products, paying a royalty every time a product is sold. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「brand extension」の詳細全文を読む スポンサード リンク
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