Given the two brand names Pepsi and BMW, choose two potentially new brand extensions that you...

Given the two brand names Pepsi and BMW, choose two potentially new brand extensions that you believe will make sense and two that do not for each of them. Explain why?

Solutions

Expert Solution

A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.

Example;

Apple: from personal computers into MP3 players.

Callaway: from golf clubs into footwear, apparel and golf accessories.

What makes some examples of brand extensions work, while others are disasters?

The success of the extension depends on how far the jump from one product category to the other. If they are close, then they can increase revenue. Too far and the result is brand dilution, or a loss of meaning for the brand.

Brand extensions / category extensions should be towards adjacent product categories.

For example, Apple started by making personal computers (Mac), and then jumped into personal audio (iPod) and then jumped again into smartphones (iPhone). Those were all good moves because now 62.21% of Apple’s sales come from iPhone.

But sometimes the products from brand extensions stray pretty far from the original product category the brand is known for.

Callaway started by making premium golf clubs, but now they make umbrellas, watches, towels, etc. These are all products are all designed for golfers but have entirely different engineering and construction methods than golf clubs. Callaway is pushing the limits of what their brand means; they risk diluting the brand.

Rahul Sunny answered 1 year ago

Next > < Previous

Related Solutions

You are the Brand Manager of a new yoghurt brand ‘Yo-Yum’ (please note: this is a...

You are the Brand Manager of a new yoghurt brand ‘Yo-Yum’ (please note: this is a fictional brand) that will compete with the market leader Yoplait. With reference to evoked sets and levels of decision-making, consumer involvement, perceived risk, and learning strategies, provide some strategies and tactics that could be used by Yo-Yum to trial their new brand.

choose two of your favorite brand and devise an idea for an Alexa "skill"that consumers could...

choose two of your favorite brand and devise an idea for an Alexa "skill"that consumers could find useful. How will these skill help sell more of the brands" produts and/or increase customer loyalty.

Marketing Programs to Build Brand Equity Choose a product category. (The two brands have to be...

Marketing Programs to Build Brand Equity Choose a product category. (The two brands have to be from the same category) Profile two to three brands in the category in terms of pricing strategies and perceived value. If possible, review the brands' pricing histories. Have these brands set and adjusted prices properly? What would you do differently?

Suppose you are given a file containing a list of names and phone numbers in the...

Suppose you are given a file containing a list of names and phone numbers in the form "First_Last_Phone." In C, Write a program to extract the phone numbers and store them in the output file. Example input/output: Enter the file name: input_names.txt Output file name: phone_input_names.txt 1) Name your program phone_numbers.c 2) The output file name should be the same name but an added phone_ at the beginning. Assume the input file name is no more than 100 characters. Assume...

Suppose you are given a file containing a list of names and phone numbers in the...

Suppose you are given a file containing a list of names and phone numbers in the form "First_Last_Phone." Write a program in C to extract the phone numbers and store them in the output file. Example input/output: Enter the file name: input_names.txt Output file name: phone_input_names.txt 1) Name your program phone_numbers.c 2) The output file name should be the same name but an added phone_ at the beginning. Assume the input file name is no more than 100 characters. Assume...

Suppose you are given a file containing a list of names and phone numbers in the...

Suppose you are given a file containing a list of names and phone numbers in the form "First_Last_Phone." Write a program to extract the phone numbers and store them in the output file. Example input/output: Enter the file name: input_names.txt Output file name: phone_input_names.txt 1) Name your program phone_numbers.c 2) The output file name should be the same name but an added phone_ at the beginning. Assume the input file name is no more than 100 characters. Assume the length...

Suppose you are given a file containing a list of names and phone numbers in the...

Suppose you are given a file containing a list of names and phone numbers in the form "First_Last_Phone." Write a program in C language to extract the phone numbers and store them in the output file. Example input/output: Enter the file name: input_names.txt Output file name: phone_input_names.txt 1) Name your program phone_numbers.c 2) The output file name should be the same name but an added phone_ at the beginning. Assume the input file name is no more than 100 characters....

You are working for Microsoft and have been given the responsibility to choose between two equipment....

You are working for Microsoft and have been given the responsibility to choose between two equipment. Equipment A costs $398,000 and requires $113,000 in pretax annual operating costs. Equipment B costs $510,000 and requires $67,000 in pretax annual operating costs. Equipment A has a life of 5 years and Equipment B has a life of 4 years Both equipment will be depreciated using the straight-line method to zero over its life. Neither equipment will have any salvage value. Whichever equipment...

You are given a list of all employees. You group the names by department (Logistics, Sales,...

You are given a list of all employees. You group the names by department (Logistics, Sales, IT, Human Resource). Suppose you select all employees in Sales. What type of sampling method did you use to select the employees? Explain your reasoning.

You are given a trie that was built from a list of n (potentially non-unique) words,...

You are given a trie that was built from a list of n (potentially non-unique) words, in which the longest word has length m. What is the best-case memory requirement for the trie (as a function of m and/or n)? What is the worst-case memory requirement? Draw a small example trie showing the data in both of the cases, and describe the dictionary inputs.

Subjects