What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity?
Many times firms take advantage of popular, well-known brands by developing brand extensions because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand although a new product that is of superior quality can enhance the parent brand's reputation.
One that comes to mind was when Coke released it's New Coke formula - THAT was a big dud for Coke and it really hurt their reputation for a couple of years - even after they went back to the 'old' or 'original' formula.
"Best" is the enemy of "good".
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| Clothes - reflexion of a way of life and requirements of the people representing various cultures and beliefs. Conformity of clothes of certain estate, a social class or a caste to material possibilities, and also the primary goals which societies were assigned to this layer, was obligatory at all times. To dare to wear magnificent dresses with вшитыми the rigid clamps expanding a skirt till three-metre diameter, the simple peasants who were engaged in cattle and a kitchen garden hardly could. |
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