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Dual and Extension Branding: Using Research to Guide Design Decisions and Branding Strategy
Author(s) -
Waters Kevin
Publication year - 1997
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1997.tb00502.x
Subject(s) - brand extension , business , marketing , dual (grammatical number) , corporate branding , extension (predicate logic) , brand management , brand identity , liberian dollar , advertising , computer science , art , literature , finance , programming language
LEVERAGING THE POWER of existing brands is an increasingly common approach to penetrating new markets. But before managers make the final commitment to multi‐million dollar decisions, Kevin Waters recommends detailed consumer research. The techniques he discusses evaluate criteria such as brand presence, brand elasticity, brand associations, and visual identity, all elements that have a major impact on the effectiveness and design of a brand extension or dual branding program.