Can brand identity predict brand extensions' success or failure?

Catherine Viot
Additional contact information
Catherine Viot: LSAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon

Post-Print from HAL

Abstract: Purpose – Brand extension strategies have become widespread since the early 1980s. However, a large proportion of brand extensions still fail, suggesting the need for methodologies that produce better predictions of success or failure of new products launched with a well-known brand name. Although the symbolic fit between established brand names and brand extensions is considered as one of the most important determinants of brand extension success or failure, managers need more accurate tools to determine, from a symbolic point-of-view, which brand extensions are consistent with their brand. This paper proposes to use Kapferer's brand identity prism to define more acceptable brand extensions. Design/methodology/approach – Two studies were conducted. A first study aimed at developing a brand identity inventory (BII). In a second study, the BII's ability to predict brand extensions' success or failure was tested. Findings – The second order structure of Kapferer's brand identity prism is confirmed. The paper then demonstrates that brand identity is useful to better predict acceptance of brand extensions. Research limitations/implications – In prior research, perceived fit was estimated by mono-item measures or by few brand associations. Brand identity provides a more accurate estimation of the fit that can rely on attributes related to brand personality and brand values – the personal dimension of brand identity – or associations related to relationships and users' image – the social dimension of brand identity. Originality/value – The findings can help managers to determine more consistent brand extensions when brands are already stretched.

Keywords: Brand management; Brand extensions; Marketing strategy; Brand identity (search for similar items in EconPapers)
Date: 2011
Note: View the original document on HAL open archive server: https://hal.science/hal-01803752v1
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Published in Journal of Product and Brand Management, 2011, 20 (3), pp.216-227. ⟨10.1108/10610421111134941⟩

Downloads: (external link)
https://hal.science/hal-01803752v1/document (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01803752

DOI: 10.1108/10610421111134941

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().