Use customer-based brand equity to judge whether a parent brand association will help or hurt an extension.
The teach Customer-based brand equity asks what customers already know, feel, and expect when they see the brand. Architecture controls which offers activate those memories. The mechanism Awareness can help an extension get noticed, but brand image decides how the extension is judged. If the child offer cannot deliver the parent promise, visibility becomes liability. Practical test Before applying the parent name, write the sentence customers are likely to infer: "Because this is from [parent], I expect..." If the new offer cannot meet that expectation, endorse carefully or create more distance.
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in