{"id":118,"date":"2015-11-02T17:55:46","date_gmt":"2015-11-02T17:55:46","guid":{"rendered":"http:\/\/www.mbd.ase.ro\/?p=118"},"modified":"2015-11-02T17:55:46","modified_gmt":"2015-11-02T17:55:46","slug":"brand-extensions-differentiation-implications-for-strategy","status":"publish","type":"post","link":"https:\/\/www.mbd.ase.ro\/?p=118","title":{"rendered":"Brand Extensions Differentiation: Implications for Strategy"},"content":{"rendered":"<!-- coins metadata inserted by kblog-metadata -->\n<span class=\"Z3988\" title=\"ctx_ver=Z39.88-2004&amp;rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&amp;rfr_id=kblog-metadata.php&amp;rft.title=Brand+Extensions+Differentiation%3A+Implications+for+Strategy&amp;rft.source=International+Conference+on+Marketing+and+Business+Development&amp;rft.date=2015-11-02&amp;rft.identifier=https%3A%2F%2Fwww.mbd.ase.ro%2F%3Fp%3D118&amp;rft.au=Claudiu-C%C4%83t%C4%83lin+Munteanu&amp;rft.format=text&amp;rft.language=English\"><\/span><h4>\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Brand Extensions Differentiation: Implications for Strategy\"\/>Brand Extensions Differentiation: Implications for Strategy<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Claudiu-C\u0103t\u0103lin Munteanu\"\/>Claudiu-C\u0103t\u0103lin Munteanu<\/span><\/span>\n<\/p>\n<p>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2015\/07\/21\"\/><meta name=\"citation_journal_title\" content=\"International Conference on Marketing and Business Development Journal\"\/><meta name=\"citation_volume\" content=\"I\"\/><meta name=\"citation_issue\" content=\"1\"\/><meta name=\"citation_firstpage\" content=\"115\"\/><meta name=\"citation_lastpage\" content=\"119\"\/><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"\/><meta name=\"citation_publisher\" content=\"Bucharest University of Economic Studies Publishing House\"\/><\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"M31\"\/>M31<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"The purpose of competitive strategy is to create and sustain competitive advantage. Traditionally, this is done by finding a favorable opportunity in a well-defined market and creating relevant differentiation. In this framework, brand extensions can represent a favorable opportunity for developing a winning competitive strategy. However, a competitive strategy that is not based on meaningful differentiation of brand extensions leads to a transient competitive advantage. The solution proposed by this article is centered on creating brand extensions that provide momentum for the brand, yield positive energy, enhance differentiation and further intensify core brand associations. Furthermore, brand extensions should provide new features that transcend product category boundaries, thus increasing product functionality, reliability and capabilities. From a competitive point of view, brand extensions should decrease rivalry among competitors by establishing dominance on an untapped criterion of purchase.\"\/>The purpose of competitive strategy is to create and sustain competitive advantage. Traditionally, this is done by finding a favorable opportunity in a well-defined market and creating relevant differentiation. In this framework, brand extensions can represent a favorable opportunity for developing a winning competitive strategy. However, a competitive strategy that is not based on meaningful differentiation of brand extensions leads to a transient competitive advantage. The solution proposed by this article is centered on creating brand extensions that provide momentum for the brand, yield positive energy, enhance differentiation and further intensify core brand associations. Furthermore, brand extensions should provide new features that transcend product category boundaries, thus increasing product functionality, reliability and capabilities. From a competitive point of view, brand extensions should decrease rivalry among competitors by establishing dominance on an untapped criterion of purchase.<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><br \/>\n<\/h4>\n<p style=\"text-align: justify;\">\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"brand extensions, differentiation, competitive advantage, competitive strategy.\"\/>brand extensions, differentiation, competitive advantage, competitive strategy.<\/span><\/span>\n<\/p>\n<h4>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.mbd.ase.ro\/RePEc\/aes\/icmbdj\/2015\/ICMBDJ_V1_2015_78.pdf\"\/><a href=\"http:\/\/www.mbd.ase.ro\/RePEc\/aes\/icmbdj\/2015\/ICMBDJ_V1_2015_78.pdf\" target=\"_blank\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><br \/>\n<\/h4>\n<p>\n\t<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.mbd.ase.ro\/RePEc\/aes\/icmbdj\/2015\/ICMBDJ_V1_2015_78.ris\" target=\"_blank\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span>\n<\/p>\n<p>\n\t&nbsp;<\/p>\n\n<div class=\"kcite-boilerplate\">Please cite this article as:\nClaudiu-C\u0103t\u0103lin Munteanu (2015) Brand Extensions Differentiation: Implications for Strategy. <i>International Conference on Marketing and Business Development<\/i>.\n<a href=\"https:\/\/www.mbd.ase.ro\/?p=118\">https:\/\/www.mbd.ase.ro\/?p=118<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Title Brand Extensions Differentiation: Implications for Strategy Author Claudiu-C\u0103t\u0103lin Munteanu Classification JEL M31 Abstract The purpose of competitive strategy is to create and sustain competitive advantage. Traditionally, this is done <a href=\"https:\/\/www.mbd.ase.ro\/?p=118\" class=\"more-link\">[&hellip;]<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"Layout":"","footnotes":""},"categories":[18],"tags":[],"coauthors":[16],"class_list":["entry","author-mbd","post-118","post","type-post","status-publish","format-standard","category-18"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/118","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=118"}],"version-history":[{"count":1,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/118\/revisions"}],"predecessor-version":[{"id":119,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/118\/revisions\/119"}],"wp:attachment":[{"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=118"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=118"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=118"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.mbd.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=118"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}