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商品編號： F2301A 出版日期： 2023/01/01 作者姓名： Harvard Business Review 商品類別： Marketing 商品規格： 1110w 再版日期： 地域： 產業： 個案年度： -
商品敘述：
When an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying it to an existing brand (as was the case for Cherry Coke and Avon Hand Lotion) is tempting. Customers are more likely to try a new product with a familiar association, and companies have to expend fewer marketing resources to launch it. But the strategy has risks, too: Weak or failed brand extensions can harm the parent company. When the maker of Coors beer introduced a nonalcoholic beverage, Coors Rocky Mountain Spring Water, customers were confused, with some wondering about the alcohol content of the beverage. Sales of both water and beer suffered, and the new product was ultimately discontinued. A new study can help companies make the right branding decision-and shows that those who do will be rewarded with higher returns.
涵蓋領域：
Advertising;Brand management;Gender;Marketing;Product management
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