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