Question

how do brand extensions licensing and brand alliances relate to schemas, brand image and brand personalities

consumer behavior

Answer 1

Schemes, images, and personalities are clearly important to consumer knowledge. These associations are important to marketers too because brands that have strong and desirable images are more valuable to companies. That is they contribute to brand equity or the value of the brand to the company.

Schemes, images, and personalities can sometimes be created by means of brand extensions, licensing agreements and brand alliance.

A brand extension occurs when a firm uses the brand name of the product with a well-developed image like Oreo cookies on a product in a different category such as Oreo candy bites which belong to the candy category.

Brand licensing occurs when a firm sells the rights to the brand name to another company that will use the names on the product.

A brand alliance occurs when two companies' brand names appear together on a single product.

The consequence of brand extension, license agreements and alliance is that consumers develop an image for the new brand by transferring to it their associations and favorable feeling from the original brand’s schema.

Brand image Brand's personality Brand extension Licensing Brand alliance Protecting brand images. The way that a company responds to a crisis affects its brand image and consumers' prior expectations also play a critical role. Companies whose customers held a strong, positive image of the brand prior to the crisis suffered less image damage than did companies whose customers had lower expectations. Therefore firms with the weaker brand image should act aggressively to support their brands after the crisis.

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