Micheline Brand Extension
Brand image
Brand extension strategy
Strength & Weakness
The brand problem
The brand challenge
Recommendation
Primary (manufacturing industry) Secondary (publishing industry)
Tires
(car, van, motorcycle, airplane…) Travel assistant services
(travel guides, road maps, online mapping)
Advantages
Get more profit
Enter new product categories more easily, instant recognition & faster acceptance, quickly gain market share
Constitute brand territory for further brand extension
Strengthen brand image
Save high advertising cost usually required to familiarize consumer with a new brand
Risks
Difficult to manage if the new launch is in a very different market from the original brand & new target customers don’t value the brand’s associations Brand extension may easily fail
In case of failure harm consumer attitudes towards the other products carrying the same brand name
Lose brand name’s special positioning in the customer’s mind
Confuse the image......
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Approximate Word Count: 367
Approximate Pages: 2 (250 words per double-spaced page)
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