Brand extension - Carlsberg male grooming

Brand extension - Carlsberg male grooming 1
BRAND EXTENSION - CARLSBERG MALE GROOMING
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Brand extension - Carlsberg male grooming 2
Brand extension
Brand extension refers to the strategy of marketing in which the corporation markets a product
with the well-developed use of similar name of brand in the varied category of product. Brand
extension in some cases also refers to the brand stretching. According to report by Walsh and
Williams (2017, p. 47), it is the launch of the modified or new product into the broader category
of marketplace in which the brand operates. It is a strategy that most organizations use to
leverage and increase their brand equity. An instance of extension of brand is Carlsberg male
grooming that launch a line of products of grooming for men that were all made with wine to
targeted clients around markets. The idea increases the awareness of specified brand title
together with increasing profitability from process of offering in more than a single category of
product (Ma, Wang and Wang 2014, p. 7). Therefore, brand extension connects with the process
of development of products by introducing minor variation on products. For instance, Carlsberg
introduced Carlsberg male groom as the strategy of brand extension.
Why firms would make the decision to extend their brand
The ever-changing business environment is the major reason why most firms make the decision
of extending their brand in different markets globally. The use of technology, as well as
globalization, has changed every operation concerning business and brand presentation. Such
changes have made marketing of products to be no longer what it used to be and this motivates
firms to extend their brand (Cunha, Forehand, and Angle 2015, p. 1289). Besides, there is global
brand being presented in several marketplaces, there arises the need for local aspects and
sensibilities by the firms to be built into more brand and into the brand together with
management. Through such concern, most firms see it be imperative for them to build the

Brand extension - Carlsberg male grooming 3
management or brand extension that can work through different micro along with macro levels.
The need to make decision to extend the brand by firms arises when there is a need for the
management to create a well known strong brand (Bellezza and Keinan 2014, p. 405). Such
brands have quality, durable, and useful features among other aspects. The created extension can
then help the company to have a good customer base that will rate it to be the best in provision of
specific brands.
The major reasons why firms would make decision to extend their brand is simply to increase
consumer knowledge, improve consumers’ trust on product, lower cost of product, enhancing
brand visibility, and provide the source of energy for the brand. The other reason is to provide
defensive strategy as a way of preventing competitors from gaining or exploiting the foothold in
the marketplace (Murray 2018, p. 12). Firm would make decision to extend their brand as the
study focuses on evaluation of consumer of extension and attitude toward the parent brand. The
idea can help firm to increase their sales as the strategy of brand extension is popular mostly
because it is less harmful. It is also cheaper strategy compared to the new brand, making most
firms to focus on brand extension (Chun, Park, Eisingerich, and MacInnis 2015, p. 581). Some of
the advantages and disadvantages of brand extension in case study of Carlsberg male grooming
are discussed below.
Potential advantages and disadvantages of brand extension - Carlsberg male grooming
Advantages
In Carlsberg male grooming, brand extension is useful as it has both advantages and
disadvantages around targeted markets, consumers, and management of company. During the
launch of male products of beauty that are made with Real Beer, brand extension is useful as it