Brand Audit Examples

10459 Words Dec 7th, 2010 42 Pages
A framework for brand revitalization through an upscale line extension
Shantini Munthree and Geoff Bick
University of the Witwatersrand, Wits, South Africa, and
Russell Abratt
Nova Southeastern University, Fort Lauderdale, Florida, USA and University of the Witwatersrand, Johannesburg, South Africa
Abstract
Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when considering an upscale line extension.
Design/methodology/approach – A qualitative research technique was used in this study. It involved case study research in the beverage industry, where 11 senior marketers were interviewed in depth.
Findings –
…show more content…
Two strategies to revitalise a brand are:
1 to reposition the brand; and
2 to introduce line extensions that follow business and market shifts (either downscale value segments or upscale premium segments) (Aaker, 1997; Blasberg and
Vishwanath, 2003).
The current issue and full text archive of this journal is available at www.emeraldinsight.com/1061-0421.htm Journal of Product & Brand Management
15/3 (2006) 157–167 q Emerald Group Publishing Limited [ISSN 1061-0421]
[DOI 10.1108/10610420610668595]
157
Extending a brand
There are three types of relationships between a core brand and its line extension (Aaker, 1997). One scenario is when the core brand acts as an endorser of the line extension (Aaker,
1997). An example here is Mentadent P Herbal as the dominant line extension that is endorsed by Mentadent P, the core brand. In the second scenario, the core brand and line extension are co-drivers that exert equal influence on the consumer, such as VW Passat or VW Golf. In the third scenario the core brand is a driver, and the line extension acts as the descriptor – “a word or phrase that tells the consumers that the company is offering a slight variation to the product they have come to know” (Aaker, 1997 p. 138). An example here is “Coke” as the core brand and “Vanilla” as the descriptor in Coke Vanilla.
Upscale brand extensions
A study by Silverstein and Fiske

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