Construct · 1 fields · 1 citations

brand extension: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

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Marketing

using an established brand name to enter a new product category.

In marketing, brand extension refers to using an established brand name to enter a new product category. This meaning comes from Aaker (1990) in Journal of Marketing.[1]

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Nearby constructs

brand concept consistency1 fields · 1 citationsanchor · a standalone construct brand dilution1 fields · 1 citationsanchor · a standalone construct brand-specific associations1 fields · 1 citationsanchor · a standalone construct

References

Aaker, D. A., & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54(1), 27-41. https://doi.org/10.1177/002224299005400102

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