Are Brand Extensions Worth the Risk?
27 de ago. de 2024 ·
27m 38s
Descarga y escucha en cualquier lugar
Descarga tus episodios favoritos y disfrútalos, ¡dondequiera que estés! Regístrate o inicia sesión ahora para acceder a la escucha sin conexión.
Descripción
Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks. This...
mostra más
Brand extensions gain an average of 8.3% more market share and have 8.7% lower advertising costs compared to new brands entering a category. But they also come with risks.
This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story of all time.
Topics covered:
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
International Business & Economics Research Journal Article: https://www.researchgate.net/publication/265222329_Brand_Extensions_A_Qualitative_Meta-Analysis_Of_20_Years_Of_Marketing_Research/fulltext/5485c1130cf2ef344787c30c/Brand-Extensions-A-Qualitative-Meta-Analysis-Of-20-Years-Of-Marketing-Research.pdf
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
mostra menos
This week, Elena, Angela, and Rob explore the world of brand extensions. They discuss research on what makes extensions succeed or fail, share examples of extensions gone right (and very wrong), and debate whether Dyson's new headphones are genius or folly. Plus, learn why Lego might be the greatest brand extension success story of all time.
Topics covered:
- [01:00] Dyson's extension into headphones
- [04:00] Research on brand extension success factors
- [09:00] Uber's expansion into food delivery
- [15:45] BIC's failed disposable underwear line
- [19:30] Lego's empire of successful extensions
- [23:00] Harley-Davidson's ill-fated perfume launch
- [26:30] Dove's expansion from women's to men's products
- [27:30] Evian's bizarre water bra product
To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.
Resources:
International Business & Economics Research Journal Article: https://www.researchgate.net/publication/265222329_Brand_Extensions_A_Qualitative_Meta-Analysis_Of_20_Years_Of_Marketing_Research/fulltext/5485c1130cf2ef344787c30c/Brand-Extensions-A-Qualitative-Meta-Analysis-Of-20-Years-Of-Marketing-Research.pdf
Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.
Información
| Autor | Marketing Architects |
| Organización | Aiyanna |
| Página web | - |
| Etiquetas |
Copyright 2024 - Spreaker Inc. an iHeartMedia Company
