“If you get your brand-extension concept out of the lab and into the store, all of those [benefits from visual cues and brand comparison] are taken care of.”
If you are a brand like Nike or Häagen-Dazs, or one of these very large national brands associated with quality, and you want to make money by extending that very successful brand even further—to new [but] lower-fitting categories—what our research shows is that
you really need to show people what that product looks like
and show it to them in the context of other brands in that category.
The implication, is that advertisements for Häagen-Dazs cottage cheese on its own might not be enough. Instead, the company would need to get the product into grocery stores and give consumers taste tests to “make it imaginable, make it real.
Lower-fitting extensions are not the products you want to display in isolation, Goldsmith explains. You want to surround them with like products so people can see them as part of that product category. This removes any ambiguity about what, say, Häagen-Dazs cottage cheese would look like and lets customers focus on quality.
read the article on: QUARTZ
If you are a brand like Nike or Häagen-Dazs, or one of these very large national brands associated with quality, and you want to make money by extending that very successful brand even further—to new [but] lower-fitting categories—what our research shows is that
you really need to show people what that product looks like
and show it to them in the context of other brands in that category.
The implication, is that advertisements for Häagen-Dazs cottage cheese on its own might not be enough. Instead, the company would need to get the product into grocery stores and give consumers taste tests to “make it imaginable, make it real.
Lower-fitting extensions are not the products you want to display in isolation, Goldsmith explains. You want to surround them with like products so people can see them as part of that product category. This removes any ambiguity about what, say, Häagen-Dazs cottage cheese would look like and lets customers focus on quality.
read the article on: QUARTZ