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The Simple Economics of Brand Stretching

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  • Lynne M. Pepall

    (Tufts University)

Abstract

We analyze brand stretchingthe extension of a successful brand label from an initial home market to a different product lineusing a model that assumes that brand identity is a complementary feature that enhances consumer willingness to pay. Our analysis implies a pattern of brand-stretching entry in which (1) firms with strong brand identities may prefer to extend their brands to markets that are "far" from their original product line, and (2) fragmented or unconcentrated markets with no strong incumbent brands are attractive entry targets for brand extension.

Suggested Citation

  • Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
  • Handle: RePEc:ucp:jnlbus:v:75:y:2002:i:3:p:535-552
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    1. repec:wsi:wschap:9789812798091_0018 is not listed on IDEAS
    2. Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
    3. Jay Pil Choi, 1998. "Brand Extension as Informational Leverage," Review of Economic Studies, Oxford University Press, vol. 65(4), pages 655-669.
    4. William A. Masters & Margaret S. McMillan, 1999. "A Political Economy Model of Agricultural Taxation, R&D, and Growth in Africa," Discussion Papers Series, Department of Economics, Tufts University 9903, Department of Economics, Tufts University.
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    6. Drusilla K. Brown & Alan V. Deardorff & Robert M. Stern, 2009. "U.S. Trade and Other Policy Options and Programs to Deter Foreign Exploitation of Child Labor," World Scientific Book Chapters,in: Globalization And International Trade Policies, chapter 18, pages 689-743 World Scientific Publishing Co. Pte. Ltd..
    7. William A. Masters & Margaret S. McMillan, 1999. "Ethnolinguistic Diversity, Government Expenditures and Economic Growth Across Countries," Discussion Papers Series, Department of Economics, Tufts University 9902, Department of Economics, Tufts University.
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    Citations

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    Cited by:

    1. Lynne Pepall & Daniel Richards & John Straub & Michael DeBartolo, 2006. "Competition and Civic Engagement in the Religious Marketplace," Discussion Papers Series, Department of Economics, Tufts University 0603, Department of Economics, Tufts University.
    2. Jeanine Miklós-Thal, 2012. "Linking reputations through umbrella branding," Quantitative Marketing and Economics (QME), Springer, vol. 10(3), pages 335-374, September.
    3. George Norman & Lynne Pepall & Daniel Richards, 2005. "Product differentiation, cost-reducing mergers, and consumer welfare," Canadian Journal of Economics, Canadian Economics Association, vol. 38(4), pages 1204-1223, November.
    4. Lynne M. Pepall, 2002. "The Simple Economics of Brand Stretching," The Journal of Business, University of Chicago Press, vol. 75(3), pages 535-552, July.
    5. Hakenes, Hendrik & Peitz, Martin, 2008. "Umbrella branding and the provision of quality," International Journal of Industrial Organization, Elsevier, vol. 26(2), pages 546-556, March.
    6. Milyo, Jeffrey, 2000. "A problem with Euclidean preferences in spatial models of politics," Economics Letters, Elsevier, vol. 66(2), pages 179-182, February.
    7. George Norman & Lynne Pepall & Dan Richards, 2016. "Sequential Product Innovation, Competition and Patent Policy," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 48(3), pages 289-306, May.
    8. Ornella Tarola & Jean Gabszewicz & Didier Laussel, 2011. "To Acquire, or To Compete? An Entry Dilemma," Journal of Industry, Competition and Trade, Springer, vol. 11(4), pages 369-383, December.
    9. Dan Richards & Puqing Sheng, 2009. "Foreign Fast Seconds and Market Contestability in Emergin Economies: Implications for Domestic Welfare," Discussion Papers Series, Department of Economics, Tufts University 0730, Department of Economics, Tufts University.
    10. Luigi Luini & Andrea Mangani, 2004. "Trademarks, Product Variety, and Economic Activity in Italy and Europe," Department of Economics University of Siena 422, Department of Economics, University of Siena.
    11. Cabral, Luís M.B., 2009. "Umbrella branding with imperfect observability and moral hazard," International Journal of Industrial Organization, Elsevier, vol. 27(2), pages 206-213, March.
    12. Rajagopal, 2006. "Influence of Advertising Variability, Brand Extension Effects, Brand Name, Variety Seeking Behavior and Customer Value on Buying Decisions: A Multi-experiment Analysis," Marketing Working Papers 2006-01-MKT, Tecnológico de Monterrey, Campus Ciudad de México.
    13. Cuellar, Alison Evans & Gertler, Paul J., 2006. "Strategic integration of hospitals and physicians," Journal of Health Economics, Elsevier, vol. 25(1), pages 1-28, January.
    14. Giovanni B. Ramello, 2008. "Semiotica, diritti e mercato. Economia del marchio nel terzo millennio," ECONOMIA E POLITICA INDUSTRIALE, FrancoAngeli Editore, vol. 2008(1), pages 107-125.
    15. Norman George & Pepall Lynne & Richards Daniel J, 2008. "Entrepreneurial First Movers, Brand-Name Fast Seconds, and the Evolution of Market Structure," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 8(1), pages 1-26, October.
    16. Sridhar Moorthy, 2012. "Can Brand Extension Signal Product Quality?," Marketing Science, INFORMS, vol. 31(5), pages 756-770, September.
    17. Miklos-Thal, Jeanine, 2008. "Linking Reputations: The Signaling and Feedback Effects of Umbrella Branding," MPRA Paper 11045, University Library of Munich, Germany.
    18. Carsten Fink & Christian Helmers & Carlos Ponce, 2014. "Trademarks Squatters: Evidence from Chile," WIPO Economic Research Working Papers 22, World Intellectual Property Organization - Economics and Statistics Division.
    19. Etro, Federico, 2016. "Research in economics and industrial organization," Research in Economics, Elsevier, vol. 70(4), pages 511-517.
    20. Wipo, 2013. "World Intellectual Property Report 2013 - Brands: Reputation and Image in the Global Marketplace," WIPO Economics & Statistics Series, World Intellectual Property Organization - Economics and Statistics Division, number 2013:944, September.
    21. Tsai, Jeng-Yan & Chang, Chuen-Ping, 2012. "Call-pricing equity returns and default risks of entry mode with brand perception in retail banking," International Review of Economics & Finance, Elsevier, vol. 21(1), pages 29-41.

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