Symbolic Value Transfer for Commodity Differentiation: New Brand Creation Versus Brand Extensions in the Context of Agricultural Products

7 Pages Posted: 9 Mar 2013

See all articles by Chiara Berti

Chiara Berti

University of Bologna - Department of Management

Gabriele Pizzi

University of Bologna - Department of Management

Fabio Ancarani

SDA Bocconi

Date Written: March 7, 2013

Abstract

This article aims at exploring whether and how brand extensions are a suitable strategy for branding commodities. The extant literature has focused on line and brand extensions for differentiated products, without providing rewarding results on the use of brand extensions for commodities. The results of two empirical studies, conducted in the context of agricultural products, show that the creation of new brands is preferable in case of scarce category fit between the parent brand and the commodity product, and that brand extensions are appropriate to differentiate commodities only if the parent brand is originally from a commodity, distant product category.

Keywords: brand extension, commodities, brand awareness, brand associations

JEL Classification: M3

Suggested Citation

Berti, Chiara and Pizzi, Gabriele and Ancarani, Fabio, Symbolic Value Transfer for Commodity Differentiation: New Brand Creation Versus Brand Extensions in the Context of Agricultural Products (March 7, 2013). Available at SSRN: https://ssrn.com/abstract=2229837 or http://dx.doi.org/10.2139/ssrn.2229837

Chiara Berti (Contact Author)

University of Bologna - Department of Management ( email )

Via Capo di Lucca 34
Bologna, 40126
Italy

Gabriele Pizzi

University of Bologna - Department of Management ( email )

Via Capo di Lucca 34
Bologna, 40126
Italy

Fabio Ancarani

SDA Bocconi ( email )

Via Bocconi 8
Milan, Milan 20136
Italy

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