POSITIONING FIT AND CATEGORY FIT DURING BRAND
Date
2011-05-17
Authors
SLADE, DOMINIC JOHNATHAN
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Brand extensions are a popular method adopted by marketers and brand custodians to
enhance and augment brand equity and there have been numerous studies undertaken
to determine the factors that play a role during this brand-building process. Most of
these have highlighted the importance of category fit.
The purpose of this Research Report has been to examine both category fit and
positioning fit during brand extensions and determine the relative importance of
positioning fit. The Delphi Technique was selected as the methodology for this piece
of research. The panel selected included a broad range of marketers, strategists and
consultants including Rae McGraw (Marketing Director, Dulux), Derek Carstens
(Brand Director, FirstRand), Siyabonga Khuzwao (Brand Manager, Unilever), Mike
Perry (Founder, Perry & Associates) and Sarah Mathems (Managing Director,
Original Insight Learning).
The initial findings of this research indicate that current marketer thinking does not
assign a critical role to positioning fit during the process of brand extensions.
However, later stages of the research and subsequent analysis indicate that positioning
fit certainly plays a role and should be one of the factors considered when undertaking
brand extensions.
Description
MBA - WBS
Keywords
Brands and branding