TY  - JOUR
AB  - Relates evidence which suggests that launching a vertical brand extension generally has a negative impact on the core brand because it dilutes the core brand image, advising that a brand extension should be introduced only when its profit potential exceeds the losses that will be sustained as a result of damage to the core brand. Describes two important tools which can reduce the dilution of the core brand image and/or enhance the success of a new brand extension introduction distancing, and information cues: Explains that, to reduce damage to a valuable core brand or to benefit a new step‐up brand extension, the extension should be maximally distanced from the core brand; however, to benefit a new step‐down brand extension (at the expense of the core brand), the extension should be positioned close to the core brand. Highlights how information cues that describe a brand extension can also act like distancing techniques, simply by serving to reinforce the similarities (implied closeness) or differences (implied distance) between the brand extension and the core brand.
VL  - 5
IS  - 6
SN  - 1061-0421
DO  - 10.1108/10610429610152813
UR  - https://doi.org/10.1108/10610429610152813
AU  - Kim Chung K.
AU  - Lavack Anne M.
PY  - 1996
Y1  - 1996/01/01
TI  - Vertical brand extensions: current research and managerial implications
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 24
EP  - 37
Y2  - 2024/04/24
ER  -