Men will be Men, Women will be Women: The Case of Cross-Gender Brand Extensions

The paper examines the current popularity of cross-gender brand extensions, based on its theoretical foundations in branding and gender differences in information processing strategies. We ar- gue that consumers experience a situation of gender-salience in the case of cross-gender brand extensions, resulting in gender-differen- tial responses towards the practice

Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation

Marketers frequently use brand extensions to introduce new products and services. However, educators have limited resources to simulate the challenges of this strategy in classrooms. Using the scenario of a book being turned into a movie, we describe an experiential learning activity that guides students through the many stages of developing a brand extension. In this project, they also have the opportunity to put themselves in the shoes of a marketing manager in the preparation of a thorough plan for expanding an established brand to a new target market. The outcomes of its implementation in a marketing course, as well as the implications for marketing educators, are reviewed

Winning the Loyalty Cup: Impact of Symbol-related Brand Elements on Brand Loyalty of Sports Clubs

Extant research in marketing has recognized the importance of branding in sports. Professional sports clubs are considered to be big brands, and fan loyalty is a crucial factor in determining their success. Brand elements are the building blocks of brands and are used by brand managers to create distinct associations in consumers’ minds, resulting in brand recall and recognition. This study employs the context of football to explore the relationship between the symbol-related brand elements of a sports club and brand loyalty towards the club. We find that the brand elements, the history of the club, jersey and logo positively influence brand loyalty towards a sports club. The study sheds light on the importance of brand elements for a sports club brand and can help brand managers and sponsors to focus more on investments in brand elements that matter, as opposed to those which do not