Is the New Product Yours or Mine? A linguistic Perspective on Composite Brand Extensions.

Abstract

Composite brand extensions, in which two brands ally themselves to create a composite brand name and enter a different product category, have become a common way for firms to introduce a new product. The expertise inherent in both brands can be integrated and both brands may also benefit from the cooperation. An important managerial issue after the alliance has been formed and the new product developed is how to communicate the composite brand to consumers in advertising and on packaging. In this research, the authors investigate how consumers form their perceptions of a composite brand extension concept.