Brand extension
Business Concept
Music Heroism, with a hip-hop spin...its latest music game. Wii, DJ Hero, which debuted this week, is a classic "brand extension'' product, a bid to wring a few million more bucks from a once-fresh product line that's now as mature as Sean Connery. According to the research... In this article: DJ Hero, Guitar Hero, Brand extension, Recession, My Name Is, Hollaback Girl, Rock Band, Activision Blizzard Inc, NPD Group, and Activision |
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Telegraph.co.uk - Digital Life | October 30, 2009
DJ Hero video game review
...Hero Encore: Rocks The 80s). DJ Hero, the latest entry in Guitar Hero's seemingly never-ending brand extension exercise, is probably the best game to be released in this franchise outside the core titles. This is made all the more...
In this article: DJ Hero, Guitar Hero, DJ Shadow, FreeStyleGames, Grandmaster Flash, Activision, Daft Punk, and SingStar
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steveshu.typepad.com
Mini-Brand Audit of Activision Blizzard's Guitar Hero
Brand-building activities in the past surrounding Guitar Hero and related extensions include: ... brand extensions, the possibilities to extend the Guitar Hero ...
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en.wordpress.com
Brand Extension — Blogs, Pictures, and more on WordPress
PopBRiefs: DJ Hero' spinoff leads to further Guitar Hero brand extensions ... Tags: PopBRiefs, brand ambassador, DJ Hero, guitar hero, Happy Mondays, Nintendo ...
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pentagram.com
New Work: Guitar Hero | New at Pentagram | Pentagram
The original Guitar Hero logotype expressed the brand's heavy metal roots. ... The extension of the "Hero" brand to new platforms, including Band Hero (a ...
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Brand Ambassador — Blogs, Pictures, and more on WordPress
PopBRiefs: DJ Hero' spinoff leads to further Guitar Hero brand extensions ... pop culture, DJ Hero, Happy Mondays, PlayStation, Nintendo Wii, Brand Extension ...
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www.underconsideration.com
Guitar Hero Grows Up - Brand New
Brand New: Opinions on corporate and brand identity work. A division of ... also lends itself better to the brand extensions, which also work nicely. ...
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www.canada.com
Review: DJ Hero
... a plastic turntable to your Guitar Hero collection of drumkits, guitars and ... Essentially an extension of the Guitar Hero brand, DJ Hero is the latest ...
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www.boston.com
DJ Hero puts a spin on music gaming - The Boston Globe
... 8217;s why consumers have spent billions on such video games as Rock Band and Guitar Hero. But who dreams of being a ... "brand extension'' product, a bid to ...
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jacobsmedia.typepad.com
Jacobs Media - jacoBLOG
It's just a game, right? No, Guitar Hero and Rock Band are more than just games. ... embrace Guitar Hero and Rock Band as brand extensions that are contributing to ...
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More on Brand extension
Description from Wikipedia:
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category.
A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which has extended its brand from from transportation (aeroplanes, trains) to games stores and video stores such a Virgin Megastores.
In 1990s, 81% of new products used brand extension to introduce new brands and to create sales. Launching a new product, is not only time consuming but also needs a big budget to create awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to the core brand equity.
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