Launching new products and services under (or linked to) an existing brand, if done properly, significantly decreases perceived customer risk and increases product/service acceptance, all at a fraction of the cost that it would have taken to launch a new brand.
Earlier in the year The Association of Advertising Agencies met in Florida. The basic theme proclaimed was that advertising won’t work unless it’s creative.
In 1906, Ivy Lee ‘s agency was working with the Pennsylvania Railroad, which had just fallen victim to a tragic accident. Ivy Lee convinced the company to issue the first press release to journalists, before other versions of the story, or suppositions, could be spread among them and reported.
Continuing on the topic of brand extension, regardless of the branding treatment, extensions can occur in the following ways:
One of the wonders of marketing is the continued ignorance of consumers when it comes to matters of brand architecture. Most shoppers remain totally unaware of the ownership of the brands that they consume.
