The Effects of Brand Name Structure on Brand Extension Evaluations and Parent Brand Dilution

Abstract

Three laboratory experiments explore how alternative brand name structures (i.e., family branded or subbranded) and varying degrees of category similarity (i.e., similar or dissimilar) influence extension evaluations and parent brand dilution. The results indicate that subbranded extensions (e.g., Quencher by Tropicana cola) evoke a slower, more thoughtful subtyping processing strategy than family branded extensions (e.g., Tropicana cola), which evoke a faster, category-based processing strategy. As a result, category similarity affects extension evaluations when the extension is family branded but not when it is subbranded. In addition, dilution effects are only evident when consumers have a negative experience with a similar family branded extension. Subbranding thus offers two key benefits to marketers: It both enhances extension evaluations and protects the parent brand from any unwanted negative feedback.