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Erschienen in:
2015 | OriginalPaper | Buchkapitel
Brand Diffusions and Brand Naming Strategies
verfasst von : Eric Billinger, Amit Arora
Erschienen in: Advertising Confluence: Transitioning Marketing Communications into Social Movements
Verlag: Palgrave Macmillan US
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The research study examines a company’s ability to create brand equity within its sub-brand when employing diffusion branding. Brand equity is the importance of a brand within the minds of consumers based on their experiences with the brand over time. Diffusion brands are step-down line extensions of existing luxury brands, normally less expensive than the mainline products. This study explores three types of brand naming strategies in addition to the well-known brand extension strategsy for building brand equity and investigates customers’ perceptions of brand image when using brand naming strategies. Such findings can be useful to help reduce failures when implementing brand diffusions and extension programs and thus improve overall consumer response to diffused brands.