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| Author: | Lane, V. R. |
| Title: | Brand leverage power: The critical role of brand balance |
| Journal: | Business Horizons
1998 : FEB, VOL. 41:1, p. 75-84 |
| Index terms: | BRAND NAMES NEW PRODUCTS PROFIT |
| Language: | eng |
| Abstract: | Although some brands have successfully been extended to create financial value for their companies, in many situations this practice actually robs the brand of its equity. Ultimately, losses in consumer brand equity lead to losses in financial brand equity. The consequencies of brand leveraging in some cases can be impossible to overcome. Evaluating the fit between the brand and the extension is a necessary but insufficient consideration. Managers need to assess both consumer familiarity with, and consumer regard for, the brand. Of critical importance is an understanding of what these brand equity characteristics, and balance or imbalance between them, communicate about the likely trade-offs of brand expansion. |
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