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| Author: | Aaker, D. |
| Title: | Brand extensions: the good, the bad, and the ugly |
| Journal: | Sloan Management Review
1990 : SUMMER, VOL. 31:4, p. 47-56 |
| Index terms: | BRAND NAMES NEW PRODUCTS |
| Language: | eng |
| Abstract: | A strong brand name is an invaluable asset. Managers must know when to exploit it, when to protect it, and how to tell the difference between the two. An established brand name substantially reduces new-product introduction risks. There is an almost irresistable pull to "extend" brand names to new products. Doing so can be enormously profitable, but it can be dangerous, too: an ill-conceived brand extension may seriously damage the original product and preclude the establishment of another brand with its unique associations and growth potential. The rationale for an extension is considered. Some harmful consequences are described and analyzed. Finally, the strategy issues raised by |
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