Importance of Brand Leveraging

Brand leveraging is an important form of new product introduction because −

●      Strong brand leveraging provides consumers with a sense of familiarity.

●      It carries positive brand characteristics and attitudes into a new product category.

●      Strong leveraging perceives instant recognition to the brand. Consumers are more likely to try leveraged product.

●      As the products belong to the different categories, they do not compete for market share.

●      More products mean greater shelf space for the brand and in turn more opportunities for sale.

●      The cost of introducing a brand-leveraged product is less than introducing an independent new product.

●      A full line permits coordination of product offerings, such as bagels and cream cheese, potato chips and ranch dip, peanut butter and jelly, etc.

●      A greater number of products increase efficiency of manufacturing facilities and raw materials.

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