Many times firms take advantage of popular, well-known brands by developing brand extensions because they know that the brand equity of the original or parent brand will be transferred to the new product. If a new product is of poor quality, it can damage the reputation of the parent brand although a new product that is of superior quality can enhance the parent brand's reputation.What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity?
';Best'; is the enemy of ';good';.What are some examples of brand extensions that have damaged and that have enhanced the parent brand equity?
One that comes to mind was when Coke released it's New Coke formula - THAT was a big dud for Coke and it really hurt their reputation for a couple of years - even after they went back to the 'old' or 'original' formula.
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