A blog to complement the Web site of the Public Relations Association of Mississippi-Central Chapter Web site at www.pramcentral.org.

Thursday, February 17, 2005

Overextended

Link - brand extension done right can transfer the original product's promise of quality to a new one. Piggybacking on an existing brand is one way to introduce a new product; such an extension can lend instant credibility in the marketplace that could have otherwise taken years to earn. A brand extension is a simple thing, really. It's just a new twist on an old promise. But if the customer has to make too great a leap of faith, you may wind up diluting the value of the original brand. How do you tell if an extension is weakening a brand? Check with the people who aren't using it, not the ones who are.

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