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Advertising Confluence: Transitioning Marketing Communications into Social Movements pp 61–74Cite as

Brand Diffusions and Brand Naming Strategies

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Part of the book series: International Marketing and Management Research ((INMAMAR))

Abstract

The research study examines a company’s ability to create brand equity within its sub-brand when employing diffusion branding. Brand equity is the importance of a brand within the minds of consumers based on their experiences with the brand over time. Diffusion brands are step-down line extensions of existing luxury brands, normally less expensive than the mainline products. This study explores three types of brand naming strategies in addition to the well-known brand extension strategsy for building brand equity and investigates customers’ perceptions of brand image when using brand naming strategies. Such findings can be useful to help reduce failures when implementing brand diffusions and extension programs and thus improve overall consumer response to diffused brands.

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Authors
  1. Eric Billinger
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  2. Amit Arora
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Editor information

Editors and Affiliations

  1. Savannah State University, USA

    Anshu Saxena Arora (Associate Professor of Marketing and Director of Global Logistics and International Business Education Research Center of Excellence) (Associate Professor of Marketing and Director of Global Logistics and International Business Education Research Center of Excellence)

  2. ISC Paris Business School, France

    Sabine Bacouël-Jentjens (Professor in Management) (Professor in Management)

Copyright information

© 2015 Eric Billinger and Amit Arora

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Billinger, E., Arora, A. (2015). Brand Diffusions and Brand Naming Strategies. In: Arora, A.S., Bacouël-Jentjens, S. (eds) Advertising Confluence: Transitioning Marketing Communications into Social Movements. International Marketing and Management Research. Palgrave Pivot, New York. https://doi.org/10.1057/9781137492265_5

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