Communication message strategies for brand extensions

Abstract

This study searches for the communication message strategies for two distinct brand extension types: close and remote brand extensions. An experiment is conducted with four cells which were exposed to different communication strategies for five extension types. Communication strategies used were brand essence cue, extension attribute cue, extension dissonance reducer cue, and some combinations of the named cues. Results show that different communication strategies are necessary for extension situations that differ in distance from parent brand territories.