Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth

Adrian Peretz, Oslo School of Management, Norway
Lars Erling Olsen, Oslo School of Management, Norway
Brand managers often identify growth categories that lie beyond the reach of their current brands. This paper provides initial evidence for the viability of using intermediate brand extensions to shape parent brand associations in order to bridge the gap between an existing brand and an attractive, but distant extension category.
[ to cite ]:
Adrian Peretz and Lars Erling Olsen (2013) ,"Connecting the Dots: Using Sequential Extensions to Achieve Brand Growth", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.