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| Author: | Pepall, L. M. Richards, D. J. |
| Title: | The simple economics of brand stretching |
| Journal: | Journal of Business
2002 : JUL, VOL. 75:3, p. 535-552 |
| Index terms: | Brands Consumer behaviour Product preference |
| Language: | eng |
| Abstract: | The authors analyze brand stretching - the extension of a successful brand label from an initial home market to a different product line - using a model that assumes that brand identity is a complementary feature that enhances consumer willingness to pay. The analysis implies a pattern of brand-stretching entry in which (1) firms with strong brand identities may prefer to extend their brands to markets that are "far" from their original product line, and (2) fragmented or unconcentrated markets with no strong incumbent brands are attractive entry targets for brand extension. |
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