Lecture 18 Flashcards
1
Q
brand extension (Campbell and Kent)
A
attempts by companies to leverage consumer recognition into successful new product and service offerings.
2
Q
historic examples of brand extension
A
physical products e.g., sport leagues and clothing.
brand associations: red bull, monster
geographical development of leagues.
3
Q
more recetn examples of extendability
A
rugby league into north america
multiple sports extensions into and alongside eSports.
men cricket world cup in west indies and USA.
explicit company values.
4
Q
geographical expansion NFL (Campbell and Kent)
A
attempt into europe. lack of fan engagement. closed in 2007 with reported 30 m annual losses.
5
Q
what extension did the NFL pull off.
A
3 games in UK, 1 in Germany and 1 in Mexico.
