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What Are The Advantages and Disadvantages of Brand Stretching?

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  • Essay length: 1858 words
  • Submitted: 28/01/2005
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University Degree Marketing

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What Are The Advantages and Disadvantages of Brand Stretching?

In addressing the above question it is first important to establish what a brand is and the implications this gives to both existing products and products that may be laundered using existing titles. This essay will examine articles written concerning the stretching of brands and identify which brands have been successful and unsuccessful in this pursuit and why. It will also examine the financial motives for companies to penetrate existing markets using already established new products or services has lead to prosperity or disaster.

The American Marketing Association refer to branding as the "use of a name, a term, a symbol or a design to identify the goods or services of one seller and to distinguish them from those of the competition " (WK4 Lecture). This use of branding is said to create an identity of the product that quickly allows consumers to identify a desired item and also gives a guarantee of quality of the product. Branding is also seen as being mutually beneficial to Manufacturers as protection is offered from competition, it allows maintenance of a premium price, promotion is made more efficient because the brand helps

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