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Edited by Bernd H. Schmitt and David L. Rogers
Chapter 15: The Role of Brand Naming in Branding Strategies: Insights and Opportunities
Sanjay Sood and Shi Zhang
Sanjay Sood and Shi Zhang INTRODUCTION: THE FOCUS OF TRADITIONAL BRANDING RESEARCH The branding strategy for a ﬁrm reﬂects the number and nature of common or distinctive brand elements applied to the diﬀerent products sold by the ﬁrm. The often asked important questions include which brand elements can be applied to which products and what is the nature of new and existing brand elements that are to be applied to new products. One critical area that intersects several such brand elements is the research on brand extension. Past traditional research has revealed that successful brand extensions occur when the parent brand is seen as having favorable associations and there is a perception of ﬁt between the parent brand and the extension product. There are many bases of ﬁt: product-related attributes and beneﬁts, as well as nonproduct-related attributes and beneﬁts related to common usage situations or user types. In general, the ﬁndings point to the generalization that brand extensions are evaluated more favorably when perceived ‘ﬁt’ is higher than when perceived ﬁt is lower. Category similarity deﬁned in terms of feature overlap is often used as the basis for ﬁt judgments. For example, near extension categories that are physically similar to the parent brand category are evaluated more positively than far extension categories that are physically dissimilar to the parent brand category. A number of recent studies have explored situations in which the main eﬀect of near extension being evaluated more favorably than far extensions...
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