Conceptual development of transfer of brand loyalty in brand stretching
by Ashutosh Nigam
World Review of Entrepreneurship, Management and Sustainable Development (WREMSD), Vol. 14, No. 6, 2018

Abstract: The present study explores the relationship of the loyalty of parent brand to the loyalty towards brand extension. Brand stretching is a commonly utilised technique to broaden the portfolio of a brand whilst resulting in minimising of risk in comparison to introduction of entirely new brand in the market. The victory of offspring brand depends on the understanding of parent brand's association, core competency and carrying on same attributes in offspring brand. Adequate marketing support and efficiency of harnessing potential also influences the extension strategy. There is a risk of brand dilution of parent brand in case extension of the brand is not managed properly.

Online publication date: Tue, 05-Feb-2019

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