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Mark transfer is the transmission of a mark on new products or products, which were distinguished with this not originally.
In practice mark management is differentiated between two substantial types from mark transfer, the mark extension and the line extension.
During the mark extension the existing mark will transfer to a product in a new product category. Depending upon the ownership structures at marks this can internally (in the own enterprise) or externally (by Lizenzierungen of strange marks) happen. Here the mark admittingness and the image position "of the old "product are used. In the comparison to the new mark strategy a large costing and time advantage exist.
A concept discussed in the study of the success factors of mark extensions reads: The more similar an extension product the nut/mother product is (so-called "fit ones"), the more highly is the acceptance of the consumer. In this connection Berend (2002) in micro-economic models examines the dimensions and distances, which are relevant for mark extensions. Fundamental is also the work of (1989).
An example is the mark Dunhill (tobacco, cigarettes, whistles), which expanded the mark by Lizenzierung on gentleman clothing, write article and clocks. By the successful mark transfer Dunhill gains in the meantime 90% of the gross income with transfer products.
The ideal-typical mark extension process has excluding positive influence on the master mark and the new product. The extension product participated at the image of the master mark already developed and returns even positive impulses.
Unsuccessful fire Extensions hurt the master mark only, if a too large similarity is present to the new product.
In case of a LINE Extension is transferred the existing mark within the same product category on a new product, it develops a product variation under the roof of the existing mark. This happens usually in markets, which correspond to that the output mark or are closely related to this.
Typical variations are for example:
Thus for example Coca-Cola decided for the line extension, in order to bring the variant Coca-Cola Light on the market. The meaning of the mark transfer for the industry of the manufacturers of alcohol-free beverages was discussed in detail in Berend (2002).
Similarly most breweries, over an alcohol-free version of their beer mark to marked out or also TV organizations, proceed which sends new transmitters on the screens (example: RTL 2).
Contrary to the fire Extension nearly never comes it with the LINE Extension to an external transfer strategy, since purposefully at the market cover one hang-works here and the line extension usually the specific needs of individual Kundensegmente follows. The goal here is it to leave if possible no gaps for competition marks.
However it can come by LINE Extension to the Kannibalisierung of the old product. Therefore it is necessary to make when planning exact target group regulations and analyze and suspect migration movements, in order to be able to react prepared and fast.
Some enterprises are ready to accept the overlap of the own products the rather own marks other own marks kannibalisieren let than it by competition products seriously in danger bring.
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