The saturation of the research was assumed after a first round of analysis (Bryman 2012). The subsequent analysis is based on textual material collected from the product packaging or labeling, corporate and brand websites, and social media accounts. In this process, deductive and inductive research strategies were merged to extend the previous literature and subsequently discuss our findings with consumers (Bryman 2012). By employing a deductive category concept, we were able to categorize the 37 green brand extensions based on Tauber’s (1988) dimensions of leverage (see Fig. 2). Moreover, additional characteristics of green brand extensions were inductively distilled through interpretation (see Fig. 3).
- This strategic advantage is part of the reason I recommend tracking and investing in brand equity through brand marketing.
- The unethical reputation of individual giants, be it because of unethical actions or spillover effects, limits customer trust and hurts the ethical perception of green brand extensions (Bhaduri and Copeland 2021; Chen 2010).
- This is typically the easier and less risky type of brand extension, as the company can leverage its existing brand recognition and distribution channels.
- The first edition of the Guinness World Records book was published in 1955 and was an instant success.
So whether you’re a SaaS company or a consumer brand thinking about extending your product line, check out our list of the most and least successful brand extensions to help inspire your own. Many companies use brand extensions because it allows them to leverage their parent brand’s brand awareness and authority to reach new demographics and open up new sales channels. There will always be risks and uncertainty with the new product. Though, it can be easier and attract few risks if everything is done right and technical and analytical knowledge invested. Brand extension, just like starting a new product, takes time and money.
Class Action, Settlement Notices and Agreements
For example, a company that sells soft drinks may introduce new flavors or packaging options under the same brand name. Similarly, a company that sells personal care products may introduce new fragrances or formulations under the same brand name. A well thought brand extension can increase brand awareness and reduce costs. Fender introduced its first headphone, the Fender Pro In-Ear Monitors, in 2016. This was their first consumer electronics product; this was a long-term strategic move from Fender executives.
Eventually, we strive for all developers with compliant extensions to reach this status upon meeting our Developer Programme Policies. The next time that you open Chrome on your computer, you’ll see a message that the extension was installed. If you’re using a computer through your work or school, your organisation might block some extensions. To use the extension, click the icon to the right of the address bar. But Fender has adapted to that over the years, meaning we can still use their phenomenal products.
Our paper unfolds how German FMCG brands extend existing brands with new “green” products and reveals the corresponding consumer perspective. The multiplicity of facets of skepticism confirms that companies need holistic and comprehensive strategies—not a focus on tactical greening. Discussants’ skepticism regarding the greening attempts by FMCG giants incorporates an attitude toward green brand extensions as opportunistic.
Brand extension theory
It is beyond doubt that corporations widely apply brand extension strategy; however, both success and failure can still be observed (Victory et al. 2021). An extension can be categorized as successful if it has “not been pulled from retail shelves” (Grasby et category extension al. 2021, p. 9). Unilever’s ice cream brand Ben & Jerry’s is a prime example of successful ethical brand positioning (Hutchinson et al. 2013). Internationally, Suki (2013) reported successful use of ecolabeling of “energy-star” by Hewlett Packard in Malaysia.
Значение category extension в английском
In contrast to prior research (Bhaduri and Copeland 2021; Liang and Fu 2021), we reveal that consumer concerns about the parent brand are more prevalent than the potential for a transfer from a green brand extension to a parent brand. Another explanation for the skepticism toward FMCG giants’ extension may lie in former failed brand extensions which can be transferred to the parent brand (Jain et al. 2020). Discussants displayed a conscious consideration of corporate activities. On the one hand, facets of skepticism were based on how the extensions were presented.
This type of brand stretching involves introducing new products that are similar to the company’s existing products but offer some additional features or benefits. Brand extension is a marketing strategy that involves a company using its well-established brand name or image to introduce a new product or product categories to its customer base. Red Bull started as energy drinks, but now has the brand image of being the companion for everyone with an outdoorsy lifestyle, or people who are into extreme, sometimes very extreme, sport. They dared to jump out of their product category, making them one of the most creative brand extension examples in this list. They can maximize their brand’s reach with a clever extension by creating related products or services that give customers more options for showing off their favorite brands—think car mats, chargers and beyond under another name. It might not have the same label, but it’ll still show you mean business when it comes to branding savvy.
Apple – product and category extension
Introducing green brand extensions of an existing brand is understood as a green marketing activity. Following Olsen et al. (2014), such green products refer to products that offer environmentally sustainable features. To develop green products, product marketers must consider materials, sources, carbon footprints as well as packaging in terms of being biodegradable and disposable (Kotler 2011). In recent years, green marketing, as the environmental pillar of CSR activities incorporating marketing objectives, has been one of the emerging notions in the field of marketing (Chen 2010; Chen et al. 2020). Green marketing research has provided empirical evidence of the influence of green marketing campaigns, e.g., in the form of green advertising, on consumers’ perception of brands (Chen et al. 2020; Grimmer and Woolley 2014). However, such effects can be positive or negative in the sense that consumers question the corporation’s motives for such strategies (Groza et al. 2011).
I believe both are used to add custom methods in existing classes. This means that you should be able to find a caterpillar and make a positive ID. If you are not sure, contact your local UF/IFAS Extension Plant Clinic.
The Food Network decided to take a chance on the cookware game, teaming up with Kohl’s to whip up a line of pots, pans and all the other necessary tools for the culinarily-inclined. And boy, did it pay off—this risky brand extension strategy turned out to be a recipe for success. Alright, buckle up for this one, because the brand extension journey of Virgin is a wild ride. What started as a record store, is now a company going to space—and taking you with them.
Matthes et al. (2014) demonstrated the level of environmental involvement of consumers as a key variable regarding consumer responses to green advertising. Based on the Elaboration-Likelihood Model, consumers’ perceptions of objects are categorized as more or less personally relevant (Petty and Cacioppo 1986). Hence, a higher environmental involvement of a consumer may predict a critical appraisal and substantive discussion of arguments regarding green brand extensions (Chuah et al. 2020; Grimmer and Woolley 2014; Matthes et al. 2014; Trump and Newman 2017).
Yet, at the same time, the FMCG industry and its supply chain represent pollution, solid waste, in particular plastic packaging, and the over-consumption of modern societies (Athavaley 2009; Niedermeier et al. 2021). In accordance with that Schmuck et al. (2018) indicated that in comparison with the USA, German consumers had a higher identification rate of false green claims by corporations. Hence, sampling German consumers promises a rich consideration of environmental issues. Brand extension is the use of the same brand name to launch a new product in a different product line.
While our sampling methods aimed for a deeper understanding of consumer thoughts, it did not aim for a representation of specific populations; thus, our findings cannot be generalized. This is especially true, since our consumer samples are limited to German consumers, which does not allow for an interpretation of cross-cultural https://1investing.in/ differences. Bottomley and Holden (2001) showed the relevance of cross-cultural differences in consumers’ evaluations of brand extensions. We suggest a replication of our research considering cultural differences to examine whether it is necessary for companies to develop localized green brand strategies.
This is the version of Edge that Microsoft uses to test new features before they roll them out to the public. You can see from the screenshots that, one the Extensions flag is enabled, you find a new “Extensions” option in the Edge menu, where you can add support extensions. From hats to hockey pucks and from shirts to snowboard goggles and Formula 1 teams, Red Bull has it all.
