In this type of brand extension, aparent brandcreates a new product offering of a type they already offer. A line extension is likely the least challenging type, as it doesn’t involve creating a new product category and can use a similar marketing strategy to its other products of the sam...
It’s not out of the question that someone buying Colgate toothpaste in a store would also pick up a new toothbrush from an oral hygiene brand they’re familiar with. Customer-based extension In this type of extension, a brand might focus on a single demographic of their clientele and ...
Considered one of the worst brand extensions of all time bybranding strategistsand consumers alike, Colgate’s Kitchen Entrees are a perfect example of how bad an extension strategy can be. Though Colgate had done well with previous extensions in its brand strategy, involving selling various oral ...
When companies introduce a new product using an existing brand name (a brand extension or a branded product line), they can build on consumers' positive perceptions of the established brand to create greater receptivity for the new offering....
Take Colgate, for example. The company makes perfectly fine toothpaste, but in the 1980s, it also created one of the biggest brand extension failures in history when it launched a beef lasagna. Its image as a minty fresh personal care products brand didn’t translate in the convenience food...
As an extension, the nature of longer non-trade-off exercises have the potential to impact response quality as they offer participants the opportunity to provide the same answer across brands (i.e., straight-lining) due to factors such as survey fatigue (Cole et al. 2012; Schonlau & Toe...
Colgate failed with a ready meal product.We propose that consumers'emotional responses to BEs can be a reason behind the poor adoption of such products.We deploy the cognitive appraisal theory to illustrate how cognitive evaluation(appraisal dimensions)of(high versus low fit)BEs elicits consumers'...
This paper focuses on private labels and manufacturers’ brands; its specific goal is to answer the question whether they are the same in terms of their brand extension effectiveness. The paper reports the results of three experimental studies which anal
These The purpose of the study is to offer a model that incorporates the direct relationship between consumer personality and brand personality of Colgate toothpaste and their combine effect on brand loyalty. In total 208 effective questionnaires were collected. Regression analysis was used to find out...
However, for companies who have a physical as well as a digital presence, their online branding is more of an extension of this offline branding. For example, if your company followsdigitized customer service, you would instruct your customer support team to use the same vocabulary as your bran...