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Brand Leverage Power: The Critical Role of Brand Balance
內容大綱
Attempts to leverage a brand's value by brand extensions run the risk of undermining the value of the brand. This article offers an approach to assessing a brand's leverage power before deciding to extend the brand. Evidence suggests managers need to assess both consumer familiarity with, and consumer regard for, the brand. Analysis indicates that brands balanced in terms of consumer familiarity and consumer regard have higher potential for leveraging than do brands high in one of those characteristics but low in the other. A fivefold typology of brands--Coveted Icons, Tarnished Treasures, Developers, Troopers, and Diamonds--is offered for describing the degree of brand balance.