Brand Extension Considerations There Are Term Paper

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Their use of product
line extensions to increase the up-sell and cross-sell of products and
services are aimed at extending the product lifecycles of systems that
often have limited lifecycles of their own. Cross-selling and up-selling
based on product line extensions is prevalent in industries that have rapid
product lifecycles.
The third major factor to consider in brand extensions according to the
Marketing Leadership Council (2005) is the need for infusing the existing
brand with additional publicity and greater exposure. The Hummers' product
line extensions to the H2 and now the H3 Models underscore both the extreme
durability of this vehicle yet also give General Motors an opportunity to
further clarify their branding message of the Hummer line of vehicles also
being safe for families.

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Their extension from being a rugged off-road
enthusiasts' vehicle to that of a vehicle for the soccer moms of the world
shuttling their kids from one event to another has been successful through
the use of brand extensions to the H3.
In summary, the three major factors to be considered in completing a brand
extension have been discussed here. In reality there are many more factors
in addition to those briefly described, and as product lifecycles across
many industries continue to be shorted, the need for having a solid brand
extension strategy in place is critical......

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