RT Journal Article
SR Electronic
T1 Measuring Brand Meaning
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 43
OP 53
DO 10.2501/JAR-40-5-43-53
VO 40
IS 5
A1 Oakenfull, Gillian
A1 Blair, Edward
A1 Gelb, Betsy
A1 Dacin, Peter
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/5/43.abstract
AB Brand extensions constitute an estimated 95% of the 16,000 launched in the United States every year. In the research described here, the authors introduce a categorization-based procedure to help marketers identify key elements of a brand's meaning for purposes of extension. The procedure identifies attributes that are ‘most definitive’ of the brand - and also what the brand ‘cannot’ be. First they discuss the concept of ‘fit’, then describe the procedure and illustrate its use.