Article2006

A framework for brand revitalization through an upscale line extension

Shantini Munthree · Geoff Bick · Russell Abratt

36 citations0/0 files storedJournal of Product & Brand Management

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

Purpose The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when considering an upscale line extension. Design/methodology/approach A qualitative research technique was used in this study. It involved case study research in the beverage industry, where 11 senior marketers were interviewed in depth. Findings A line extension into premium categories was seen to be an effective strategy to revitalise a brand. Respondents also stated that the line extension needs to be very closely linked to the core brand. Being an early entrant but not first‐to‐market or late‐to‐market was also important. Originality/value Guidelines to management are provided and a framework is developed for using upscale line extensions in brand revitalization strategies. Marketing managers have been given a three‐step approach to line extension management.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 36 citations exist upstream.

References

2022Business Research Methods 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1976Business research methods 2005Qualitative research in marketing 2000Case Research in Marketing 2002Consumer evaluations of extensions and their effects on the core brand 1998Building brands without mass media.2003The negative impact of brand extensions on parent brand image

Cited by

2019The concept of vitality. Review of the vitality-related research domain 2022Understanding the role of image, quality and price for developing prestigious mass brands 2014Consumer-brand relationships in step-down line extensions of luxury and designer brands 2010Confucius Face Culture on Chinese Consumer Consumption Values toward Global Brands 2023Vertical line extension: a systematic review of research on upward and downward line extension 2019A Strategic Approach to the Consumer Perception of Brand on the Basis of Brand Awareness and Brand Loyalty

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.