BF&Pregnant

Assignment #3 : 

Assignment #3 Brand Management Marketing 325 By: Elizabeth Kulin June 2009 PARENT BRAND BRAND EXTENSION BRAND EXTENSION BRAND EXTENSION

PowerPoint Presentation: 

Brand Extensions Introduction Line Extensions: The company develops a product or service in the same category as their core brand. Category Extensions: Extending into a new category & a different consumer market is the target audience. Strong parent brand = Strong brand extension

Brand Extension Example: 

Brand Extension Example Proctor &Gamble “Crest” 12 different types of toothpaste Floss, Mouthwash, & Whitening strips

Barefoot & Pregnant Training Service : 

Barefoot & Pregnant Training Service Parent Brand Live/in person training Target Market: Hotel spas Extension Virtual Training Target Market: Day Spas Extension Strategy : Same service, different form

Advantages To Brand Extensions: 

Advantages To Brand Extensions Leverage parent brand equity Brand awareness: Spa industry Brand image: high quality & value Market coverage growth New spa industry segment: Day spas

Disadvantages To Brand Extensions: 

Disadvantages To Brand Extensions Damage to parent brand Negative reflection via association to new segment Competitive disadvantage Cannibalization of parent brand Recession pressure on luxury hotels Market Metrix report

Solution: 

Solution Sub-brand Combination of new brand and parent brand. Brand Equity: Leverage & Transfer New Market Segment: Growth without risk iPod iPod Shuffle Example:

Sub-Brand Name Barefoot & Pregnant Examples: 

Sub-Brand Name Barefoot & Pregnant Examples Barefoot & Pregnant essentials Barefoot & Pregnant petite Simply Barefoot & Pregnant

Outcomes Of Sub-branding: 

Link to parent brand Brand equity New brand New customer segment Obvious Separation Parent brand = Luxury hotel spas Sub-brand = Day spas Outcomes Of Sub-branding

References: 

References Barry Silverstein, Brandchannle.com, Brand Extensions: Risk and Rewards Kevin Lane Keller, Strategic Brand Management Jonathan Barsky, Market Metrix report of The Leading Hotels of the World, report titled, Luxury Hotels and Recessions, p.1. http://www.lhw.com/download_s/230.pdf Harvard business review on brand management, Erich Joachimsthaler, Harvard Business Review, Cambridge Mass., Published by Harvard Business Press, 1999 Products to Services: Insight and Experience from Companies which Have Embraced the Service Economy, Laurie Young, Published by John Wiley and Sons, 2008, p. 320