Brand Management – Leveraging

Brand leveraging is the strategy to use the power of an existing brand name to support a company’s entry into a new but related product category by communicating valuable product information to the consumer.

Brand Leveraging

For example, the manufacturer of tea maker uses its brand name strength to launch tea vending machine. Here, in spite of tea and tea-vending machine belonging to different product categories, there is a strong correlation between the two items that the brand name has a mighty impact on consumers of both categories.

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