Tips and trick to choose the best book on branding is by reading summary which is usually located in the back cover of the book. Hereinafter quickly sees table of contents and reads contents of the book applies using speed reading or skimming method.

Today, the discussion of brand which at most studied is about brand equity and brand extension. How to measure brand equity and how also its way measures brand extension. How big brand equity influence to expansion of brand, vice versa

When expanding the brand, the company always faces some problems. For solving those, there are some questions that must be answered before the effort of brand expansions would be done. Among others is that. Are associations related with the extension of brand easily remembered? Does the extension of brand have a strengthens to create the profit and long term loyalty (for example the unique name) so that it can surpass other competitors in stimulating associations? Other questions that how is the consumer's perception towards the extension of its brand? Does the parent brand help the extended brand? Or does the extended brand strengthen the parent brand? Or will the extension of brand destroy its own brand? If above questions have been answered, there is one more question is that how is the perception of consumers about the product which use the extension of brand, observed from the producer's and consumers' point of view in responding the concept of brand extension?

One of the key success factors for successful brand extension strategy is a clear positioning (Chernatony, 2003), yet many products face a higher risk when extending their name. One of the reasons for this is that brand extension strategies are likely to create new associations in a consumer's mind, therefore can confuse their feelings and beliefs (Al Ries and Trout, 2002).

There are some literatures about extending product brands shows evidence of this (Roedder, Loker and Joiner, 1998; Venkateswarlu, 2000; Aaker, 1990; Keller, Kevin and Aaker, 1992). Based on these empirical studies, we found the net effect of brand extension on brand equity is not clear. It is possible that parent brand may be damaged by the use of a brand extension strategy.

Learn more about this author, Freddy Rangkuti.
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