브랜드 확장: 공유가치창출의 효과

Most previous research studies on brand extension show that the similarity between parent brand and its product category of extension is the most important factor in deciding whether to extend or not. That is, brand extension with high similarity has higher possibility of success and brand extension with low similarity has higher possibility of failure. However, from the perspectives of firms dealing with several product categories, firms should consider both the optimal number of brands and the success possibility of extending different product category of low similarity with parent brand simultaneously. In practice, it is quite necessary to extend to the other product categories or various areas through aggressive brand extension. We observe that the successful extension to various areas also create add the value of parent brand. In this research, based on these findings and observations, we propose and test the strategic conditions that make it feasible to extend parent brand to other product category with low similarity.
Recent trends suggest that it is necessary for firms to work as a sound member of communities and abide by the basic social responsibilities. These trends will be both opportunities or threats to the firms at the same time. If firms fail to utilize these trends, they are more likely to be less successful. Consumers will continuously support the firms that realize the importance of these trends, act as a member of communities, and create values for them. Creating shared value (CSV) is the concept that born from the change of these social environments. The results show that brand extension through CSV is successful even in the case of low similarity between parent brand category and extened product category. Previous research studies on the brand extension did not consider CSV. But, the impact of CSV could be stronger than that of similarity as shown in the result. This the major contribution of th research.
In order to compare the impacts of similarity between product categories with those of CSV, we conducted two experiments. Ex. 1 investigates the impact of CSV while considering the impact of similarity on the attitude toward extended product. Ex. 2 complements the first one. The results of two experiments support the proposed hypothesis. Without CSV, the similarity between product categories contributes to attitude toward extended product positive and statistically significant. Respondents evaluate more positively for more similar category than less similar category. However, when CSV is considered, the impact of similarity disappeared. Even in the case of less similar category, there was no statistically significant difference in attitude toward extended product between more similar category and less similar category