Brand dilution journal article [FAQ]

Last updated : Sept 28, 2022

What is brand dilution?

the weakening of the power of a brand which may occur when a company has too many brands and spreads its resources too thinly in trying to support them all.

What is brand dilution example?

Brand dilution, also known as excessive brand extension, is when a brand diminishes its value, usually after releasing a product that doesn't align with the company's original mission. For example, you might consider a chocolate bar brand suddenly releasing a line of tennis shoes to be brand dilution.

What causes brand dilution?

Typically it's due to attaching a once-strong brand name with a new, lower-quality product, or a product that's extremely different from the core brand (which leads to confusion and the brand losing customer trust).

How do you mitigate a brand dilution?

1. Focus on Familiar Markets. The first rule on combating brand dilutions is to put your time and energy into brand extensions and products that make sense for your company.
2. Keep Quality Consistent Across All Products.
3. Remain Customer-Centric.
4. Avoid Brand Dilution By Playing To Your Company Strengths.

Why is brand relevance important?

Focusing on your brand's relevance will pay off in many ways. It will lower customer acquisition costs and increase the lifetime value of customers, which means your company will continue to grow and profit.

What is increase brand awareness?

What Is Brand Awareness? Brand awareness is a marketing term that describes the degree of consumer recognition of a product by its name. Creating brand awareness is a key step in promoting a new product or reviving an older brand.

What is brand extension example?

Brand extension can be as obvious as offering the original product in a new form. For example, the Boston Market restaurant chain launched a line of frozen dinners under its own name, offering similar fare. Another form of brand extension combines two well-known products.

What is brand image with example?

Examples Of Brand Image Coca-Cola is a brand known for a product best used at the time of happiness, joy, and good experience. It is the 'original cola' and has a 'unique taste'. Woodland Shoes are solid and are an ideal choice for outdoors. They last very long.

What is an example of a product mix?

For example – if a company produces only soft drinks and juices, this means its mix is two products wide. Coca-Cola deals in juices, soft drinks, and mineral water, and hence the product mix of Coca-Cola is three products wide.

What is brand confusion?

In the courts, brands argue that another brand is too similar, and that this causes confusion whereby consumers may believe there is an affiliation between the brands. In the US it is called misappropriation.

What is brand erosion?

Brand erosion is the decline in your product's brand perception in the eyes of consumers.

What does brand repositioning mean?

When a company changes the status of a brand in the marketplace but maintains its identity at the same time, it is called “brand repositioning”. As part of this process, changes are typically made to the marketing strategy such as product, price, place, or promotion.

What is brand reinforcement?

activity associated with getting consumers who have tried a particular brand to become repeat purchasers and with attracting new users; brand reinforcement is a key objective of the growth stage of the product's life cycle. +1 -1.

What does brand equity consist of?

Brand equity refers to the value a company gains from its name recognition when compared to a generic equivalent. Brand equity has three basic components: consumer perception, negative or positive effects, and the resulting value.

What does brand equity mean?

Brand equity is a marketing term that describes a brand's value. That value is determined by consumer perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity.

How do you measure brand relevance?

1. The role brand plays in comparison to other decision criteria (such as price, availability)
2. The importance of a brand in the decision criterion.
3. The importance of buying branded products.

How do you maintain brand relevance?

1. Ask Clients What They Want.
2. Truly Consider the Individual and Their Community's Well-Being.
3. Apply Your Core Values to Current Events.
4. Develop Your Brand Around Customer Needs.
5. Be Thoroughly Transparent.
6. Maintain Open Communication With Stakeholders.

How do you achieve brand relevance?

1. Focus on experience. Focusing on your customers means focusing on how people experience your brand.
2. Don't forget what makes you different.
3. Create, innovate, and engage.
4. Align decisions with your purpose.

What are the 5 stages of brand recognition?

• Brand rejection. If someone associates your brand with something negative, they will purposely avoid your product.
• Brand non-recognition.
• Brand recognition.
• Brand preference.
• Brand loyalty.

How can brand visibility be improved?

1. Define Your Brand's Functionality.
2. Make Your Brand More Social.
3. Highlight Your Unique Offerings.
4. Use SEO to the Fullest.
5. Interact More Online.
6. Have a Sectoral Approach.
7. Build a Strong Digital Presence.
8. Frequently Asked Questions.

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Write a comment

hello sandy can I explain any marketing concepts professor Siegfried what does brand dilution mean well sandy brand dilution refers to when consumers no longer associate a brand with a specific product or highly similar products or start thinking less favorably about a brand for example blackberry is a diluted mobile phone brand that is losing its relevance to mobile phone consumers thanks professor for explaining the term brand dilution

Thanks for your comment Tomiko Homchick, have a nice day.
- Louise Applegarth, Staff Member

Thanks for this interesting article

Thanks Manda your participation is very much appreciated
- Louise Applegarth

About the author

Louise Applegarth

I've studied category theory at University of Nevada, Reno in Reno and I am an expert in ethnoarchaeology. I usually feel ditzy. My previous job was engineering managers I held this position for 21 years, I love talking about origami and jal tarang. Huge fan of Ken Jeong I practice racquetball and collect collectible card games.