Saturday, March 8, 2008

Brand Extensions versus Brand Birthing

Old Dogs Don't Notice New Tricks: Prior Knowledge Affects How Consumers Accept New Information

ScienceDaily (2008-02-16) -- Over time, consumers develop a set of cues that we then use to make inferences about products, such as "all French restaurants have great service" or "more expensive candles smell better." However, this set of predictable beliefs can make it difficult for us to learn and recognize other real, positive qualities that are indicated by the same cues, reveals a new study....
read full article

The article above points to an interesting problem with brands and brand extensions. Often the accumated memories / brand experiences make it difficult for new advertising and products to change the experience that consumers expect, and consequently, enjoy.

Shouldn't we expect more literature and growth in the area of how endorsed brands can be used to give birth to new brands, in situations where paradigm changing products or services are developed that would best prosper if unconstrained by the "baggage" of the well-known brand?

No comments: