What Is Brand Stretching?

Which is the best definition of brand stretching?

  • This is capitalised by many marketers through “brand extension” and “brand stretching”. Brand extension is the process of using the successful brand name to launch a completely new product or a modified product in the same product market Eg. Diet Coke

What is brand extension and brand stretching?

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.

What is luxury brand stretching?

Luxury stretching: a practice that has changed the sector Stretching has allowed luxury companies to grow more quickly, without being limited to growth in their luxury lines, or being restricted to growth in demand for the products of their original trade.

What means brand stretching?

marketing. the practice of using a well-known brand name to promote new products or services in unrelated fields. Also called: brand stretching.

What is an example of brand stretching?

Brand stretch: a launch of a new product into a completely different and unrelated category e.g. Galaxy Creamy Hot Chocolate with Marshmallows or Robinsons Classic Fruits Sweets.

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Why do brands stretch?

Successful brand extensions allow companies to diversify their offerings and increase market share. They can give the company a competitive advantage over its rivals that don’t offer similar products. The existing brand serves as an effective and inexpensive marketing tool for the new product.

What are portfolio brands?

What is a brand portfolio? A brand portfolio is the collection of smaller brands that fall under a larger, overarching ‘brand umbrella’ set by a firm, company, or conglomerate. For instance, The Coca Cola Company’s brand portfolio encompasses brands like Sprite, Fanta, and Powerade in addition to its flagship beverage.

Is Dior high end?

Dior. Dior is the fourth most popular luxury brand online this year. French luxury goods company Christian Dior, or just Dior for short, rose again in 2021, gaining one point on our ranking of the best luxury brands online.

What type of extension is Colgate?

Line extension ideas 2: Product extension When you launch an entirely new product unrelated to your existing service or offering, it’s a “product” extension. Colgate started off making toothpaste, then gradually began to release new products connected to oral care – you can now get Colgate toothbrushes and mouthwash.

What is vertical brand extension?

In essence, horizontal brand extensions describe those where a brand has diversified beyond its existing product class or market. In contrast, a vertical brand extension involves the introduction of a product or service in the same product category as the core brand, but at a different price point or quality level.

What is brand positioning strategy?

In other words, brand positioning describes how a brand is different from its competitors and where, or how, it sits in customers’ minds. A brand positioning strategy, therefore, involves creating brand associations in customers’ minds to make them perceive the brand in a specific way.

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How do you define branding strategy?

Definition: Branding strategy A branding strategy (a.k.a. brand development strategy) is the long-term plan to achieve a series of long-term goals that ultimately result in the identification and preference of your brand by consumers.

What is reverse brand stretching?

Indirect advertising. Also called “brand stretching” or trademark diversification, through which tobacco brand names or brand elements are used on non-tobacco products or attached to non- tobacco activities or events. Also includes reverse brand stretching ( the use of non-tobacco branding on tobacco products.)

How does Coca Cola use brand extension?

This brand is best known for its original coke taste, but using brand extension, Coca-Cola has launched a whole new line of various coke products, such as Coke Zero and Cherry Coke flavor. When exploring brand extension, this can also mean completely unrelated product lines compared to the original product.

What are Disney’s brand extensions?

Another great example of brand positioning is Disney. With movies, T.V. shows, theme parks, coloring books, and baby clothing (to name only five of its many products), Disney has learned to wield logic and leverage in a masterful way. One successful brand extension is the Disney English-language training center.

Can you give any examples of successful brand stretching?

Many other brands have followed this path, through few as successfully as Disney. Dunhill has stretched from cigars to a luxury male clothing brands. Caterpillar stretchedits rugged brand to shoes. Dettol stretched from disinfectant to a full range household and personal hygiene brand.

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