Brand Extension vs Line Extension: What Are the Differences?
Did you know that in 2021, there were 21,139 large businesses in the United States?
Brand extension and line extension are pretty similar. You can grow your clientele without creating a new product with both business models.
The question is, which is suitable for your business? Keep reading to compare brand extension vs line extension to determine the right option for your business.
The Benefits of Brand Extension
The main benefit of brand extension is that it allows a company to leverage its existing brand equity to enter new markets.
Brand extension can also be used to target new customer segments. For example, a company traditionally sells products to middle-aged women may develop a brand extension to target teenage girls.
Brand extension can be a valuable strategy for companies looking to enter new markets. However, it is essential to carefully consider the risks before moving forward with any brand extension.
The Risks of Brand Extension
The most significant risk is that the new product may damage the reputation of the existing brand. For example, if a company that sells high-end purses introduces a line of cheap knock-offs, its importance in the luxury market could be damaged.
Brand extension risks are often considered riskier because they are more challenging to execute well. Another risk is that the new product may not be successful in the marketplace.
The Benefits of Line Extension
There are several benefits of line extension, the main one being that it allows a company to leverage its existing brand equity. Brand equity is the value of a brand, and it is often built up over many years.
By launching a new product in the same category as an existing one, a company can piggyback on the equity it has already built up, making it easier to break into the market and achieve success.
You may also opt for professional branding services to better help your business grow. Professional help is exceptional after all.
The Risks of Line Extension
Line extension risks include cannibalization, where the new product competes with existing products, and dilution, where the brand name is associated with a lower-quality product.
Line extensions can dilute the brand and confuse customers if the new product is not up to the same standards as the old one. It can also be a less risky proposition as it requires less investment and is less complicated in existing sales.
A line extension is less risky because the company is not introducing a new brand, they are just introducing a new product under an existing brand name.
Ultimately, it’s up to the company to decide which strategy is best for them. Brand extension vs line extension have risks, but there are also potential rewards.
Choosing Brand Extension vs Line Extension
When deciding between brand extension vs line extension is right for your business, it’s essential to consider your goals.
A brand extension may be the way to go if you want to build brand awareness. Line extension may be the better option if you’re looking to increase sales of an existing product.
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