Brand Extensions Often Fail—Here's How To Them Up for Success

Looking to introduce a new brand extension into the market? A new Journal of Marketing study shows how companies can devise more successful brand extension strategies. Read an in-depth recap of this research here: https://www.ama.org/2023/05/09/brand-extensions-often-fail-heres-how-companies-can-set-them-up-for-success/ Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231164654 Reference: Chenming Peng, Tammo H.A. Bijmolt, Franziska Völckner, and Hong Zhao, “A Meta-Analysis of Brand Extension Success: The Effects of Parent Brand Equity and Extension Fit,” Journal of Marketing. Narrator: Elizabeth Ann Sismour Acknowledgments: Aman Soni Topics: brand extensions, branding, categorization, marketing, marketing research, marketing management