HCBE Faculty Articles
A Framework for Brand Revitalization through an Upscale Line Extension
ORCID
Rusell Abratt0000-0002-5385-0936
Document Type
Article
Publication Title
Journal of Product & Brand Management
ISSN
1061-0421
Publication Date
2006
Abstract/Excerpt
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.
DOI
https://doi.org/10.1108/10610420610668595
Volume
15
Issue
3
First Page
157
Last Page
167
NSUWorks Citation
Munthree, Shantini; Bick, Geoff; and Abratt, Russell, "A Framework for Brand Revitalization through an Upscale Line Extension" (2006). HCBE Faculty Articles. 941.
https://nsuworks.nova.edu/hcbe_facarticles/941
