Brand Extension Analysis
“Does this brand extension fit well with our brand?”
A Brand Extension is a leap of faith for any brand. On the one hand, it’s filled with chances en potential for further growth in new markets. On the other hand, a misstep might irreparably damage a brand’s image. This danger is especially dire when the brand forks off in an area with which it shares little associative linkage.
It’s no secret that successful Brand Extensions share associations with the mother brand (Jap, 1993). The Brand Extension Analysis quantifies the unconscious component of these associations, thus providing profound predictive power whether a potential brand extension strengthens or weakens the current brand identity.