HCBE Faculty Articles

Title

A Framework for Brand Revitalization through an Upscale Line Extension

Document Type

Article

Date

2006

Publication Title

Journal of Product & Brand Management

ISSN or ISBN

1061-0421

Volume

15

Issue

3

First Page

157

Last Page

167

Description

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

10.1108/10610420610668595

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