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Aaker and Keller's brand extension theory - Essay Example

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This short essay presents the perspective of consumers in evaluating brand extensions by a company. The author has presented discussion on the theory by Aaker and Keller (1990) and self perspective about this subject.

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Aaker and Kellers brand extension theory
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Aaker and Keller's brand extension theory

Download file to see previous pages... Aaker and Keller presented three dimensions of the relevance in terms of:(b) Hypotheses 2: The two products (original and extended) need to fit together in some perspectives for consumers to perceive enhanced transfer of quality from original brand to the new brand. The researchers argued that this transfer becomes weaker if direct fits are not visible.A number of researchers have presented their perspectives on the research of Aaker and Keller supported by their own surveys & experiments. The author shall not present any validation of arguments against the hypotheses of the researchers but hereby agrees that an organization need to deeply study the customer perceptions about new product ideas generated to benefit from brand extensions. Moreover, it is not easy to get consumer perceptions by just presenting the new product ideas to consumers because the attitudes towards new products need their tangible visualization rather than imaginations. Hence, the author proposes that organizations should first develop a pilot of new products incorporating the target quality that the product designers intend to incorporate and then carry out intensive surveys among consumers that already are loyal to the parent brand. Pointed questions should be asked to the consumers pertaining to the matching of new products classes with the original product classes. The author proposes that the branding should also present the results of surveys conducted by organization such that the consumers feel a sense of participation in development of the new product lines. As reiterated by Aaker and Kelly, the fitment of original and new product classes is very critical to achieve positive attitudes of consumers pertaining to the brand extensions. Hence, the organizations should develop appropriate measurement criteria and collect enough data from the markets to accurately measure the "Degree of Fitness" between the two product classes. Supporting the viewpoints of Aaker and Kelly, the author suggests that the fitness should not only be the only criteria but the quality of the new product ...Download file to see next pagesRead More
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