How Brand Tourists Can Grow Sales
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あたり
Growing an exclusive brand by moving down market can be tricky: It risks tarnishing the brand among core customers. New research shows that under certain conditions, however, downward extensions can actually intensify a brand's prestige. It all depends on how the noncore consumers are framed--whether they are presented as part of the core community ("brand immigrants"), a situation that tends to diminish the brand's image, or whether they are positioned as "brand tourists"--consumers who admire the brand without seeking to be part of the core community. The research findings suggest several strategies for companies who want to extend a brand without alienating core consumers.
【書誌情報】
ページ数:2ページ
サイズ:A4
商品番号:HBSP-F1407C
発行日:2014/7/1
登録日:2014/7/14