La extensión de una marca puede ser un uso eficaz de branding

07/10/2015 by en la categoría Branding, Identidad tagged as , , with 80 and 0
Home > Blog > Branding > La extensión de una marca puede ser un uso eficaz de branding
Extensión de Marca

Extensión de Marca

Coca-Cola, Bayer, Hershey, Johnson & Johnson, Harley-Davidson, Walt-Disney entre las marcas más queridas.

La extensión de una marca puede ser un uso particularmente eficaz de branding. Es una estrategia en la que se aplica un nombre comercial establecido a productos nuevos. Como resultado es más probable que el cliente acepte los nuevos productos debido a su familiaridad y satisfacción con los ya existentes que llevan el mismo nombre, reduciendo el riesgo de fracaso.

En la actualidad, cerca de la mitad de los nuevos productos para el consumidor usan alguna forma de extensión de marca, como el mismo producto con forma diferente, uno de acompañamiento u otro distinto para el mismo mercado dirigido.

Mientras más valorada sea una compañía por los clientes es mejor candidata para la extensión de una marca siempre y cuando el nuevo producto no dañe su reputación y tenga cierta relevancia, según Robert F. Hartley en su libro Errores y Aciertos del Marketing. Al respecto, recuerda la imagen favorable de la marca Lady Borden la hizo ideal para dicha extensión. Debe evitarse que una imagen positiva disminuya su percepción de buen valor.

De acuerdo con la firma CoreBrand, 100 firmas comerciales lograron ganar el cariño de los consumidores en 2014. Tal es caso de Coca-Cola, Bayer, Hershey, Johnson & Johnson, Harley-Davidson, Walt-Disney, Pepsico, Kelloggs, Apple, entre otras.

Fuente: www.merca20.com

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