Monthly Archives: February 2023

Context What do Cadbury, Bic and Cosmopolitan have in common? All three brands proceeded to unsuccessful brand extensions.  Let us remember Cadbury’s instant mashed potatoes, Bic’s disposable underwear or Cosmopolitan’s yogurts. Brand extensions occur when a firm introduces products with the same brand name in a new category. They can increase or decrease brand equityContinue reading “Consumer traits and failed brand extensions”

Context In the last couple of years, the morose economic context has led to record low consumer morale. The consumers’ financial constraints may impact how they consume and how they feel about consuming. The financially constrained consumers tend to engage in compensatory consumption, ie consumption that will allow them to offset the unpleasantness caused byContinue reading “Financially constrained and happy to spend?”