Brand Extensions: What Works and What Doesn’t

Abstract

This research paper summarizes the importance of key aspects affecting
consumer evaluations of brand extension by synthesizing previous research
in this field. Literature review highlights four main areas of importance
including the nature of the brand extensions, extension’s effect on parent
brand, antecedents of consumers’ evaluations of the extension, and the way
the information about brand extension should be conveyed. These findings
are then applied to the extensions of the brand Caterpillar and its
hypothetical extension of work jeans as a dissimilar extension. Theoretical
implications elicit remarkable revelations and strategic implications for
brand managers in carrying out successful brand extensions in similar and
dissimilar categories.