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Brand Equity Transfer
The strategy of leveraging the equity of an established brand to introduce new products or enter new markets, often used by Asian brands expanding internationally.
Implications
The process of leveraging the equity of an existing brand to support the launch or growth of a new product or sub-brand.
Example
Example: Toyota used its strong brand equity to successfully launch Lexus, its luxury car brand, transferring consumer trust and quality associations.
Related Terms
Different from brand extension, which involves launching new products under the same brand, brand equity transfer involves using existing equity to build a new brand.
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