Lars Erling Olsen

BI Norwegian Business School | BINBS · Department of Marketing

Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine...

Annonsører og reklamebyråer bør kontinuerlig søke å effektivisere sine reklamekampanjer. Vår under­søkelse viser at A/B-testing av reklame i digitale medier på mange måter har erstattet pretesting av reklame i disse kanalene. Vi hevder at med inntog av nye og mer avanserte metoder som kunstig intelligens (AI) og nevromåling bør pretesting av reklam...

Merkeutvidelser er en strategi for å oppnå vekst i nye produktkategorier, men noen ganger identifiserer markedssjefer vekstmuligheter i produktkategorier som ligger langt fra et merkes eksisterende kategorier. I slike situasjoner vil man i henhold til dagens praksis innen merkevareledelse stå overfor valget mellom å strekke merket svært langt – med...

One of the key goals for brand organizations is to make brands grow (Samuelsen and Olsen 2012)—and one of the most attractive ways of achieving brand growth is through brand extensions: extending an existing brand into a new product category (Keller 2012). The epic growth of the Apple brand illustrates that the rewards from even a small number of t...

Brand growth is logically a key goal for most brand managers. Brand extension has evolved as one dominant growth strategy, where the brand capitalizes on the strength in its original category to obtain a foothold in a nearby or distant product or service category (Aaker & Keller, 1990; Völckner & Sattler, 2006). In this strategy, the brand makes it...

Advertisers can choose among different ad claims when framing commercial messages about a new service offer. Two alternative ad claims are functional ad claims, focusing on product or service attributes and benefits, and experiential ad claims, focusing on future experiences with the product or service. This article proposes that different ad claim...

Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extension category characteristics affect consumers' attitudes towards brand extensions: (1) the awareness...

This paper tests the assumption that consumers’ perceptions of fit between brand alliance partners can serve different roles in attitude formation depending on the level of elaboration given to a persuasive message about a brand alliance. We experimentally manipulate fit between brand concepts of real brands, situational involvement, and argument q...

Product placement research has generally been conducted as laboratory experiments, and thus often lacks ecological validity. This paper reports on the results of a field study investigating category cued brand recall and brand attitude change effects of product placements in a real cinema setting using a full feature movie. We show that product pla...

Purpose Previous research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that the evaluation is a question not only of product category fit, but also of brand concept consistency. Therefor...

Purpose Companies often find that customers fail to complain directly to the company when they experience a negative service incident. One explanation for such behavior may be found in customers' emotions caused by the incident. The purpose of this paper is to investigate how emotions and customer complaint behaviors are related. Design/methodolog...

Purpose Brand managers must decide between extension and alliance strategies to grow their brands. This paper aims to describe testing of consumers' responses to two alternative brand growth strategies: an extension strategy whereby a brand moves into a new category alone, and an alliance strategy whereby the same brand moves into the new category...

Brand placements have become popular as an alternative brand communication tool for many companies. Previous research on brand placements has mainly considered the communication effects of brands placed in television programmes, films and computer games. To our knowledge, only one recently published article has looked into brand placements in narra...

Conscientious brands are brands governed by brand managers that see Corporate Social Responsibility activities not as a means to improving business performance, but as an end in itself. The purpose of this article is to establish a framework for evaluating conscientious brands. Four characteristics of conscientious brands are suggested: (i) level o...

Kjøpesenterbransjen er i endring. I denne artikkelen tar forfatterne for seg fire trender de mener er viktige for å forstå moderne kjøpesentre og hvordan man må markedsføre kjøpesentre i fremtiden. Sentralt i disse trendene er forståelsen av at kjøpesentre har mange funksjoner for kundene og dekker ulike behov. Dette fører til at kjøpesentre må vær...

Advertisers face several message options when they position a new brand in well-established categories. Functional benefit claims versus experiential claims represent two options. Functional claims focus on tangible attributes and benefits, whereas experiential claims focus on promises of experiences the consumer should expect from the new brand. I...

Brand alliances or co-branding, involving combinations of two or more individual brands (Rao and Ruekert, 1994; Simonin and Ruth, 1998) is a growing marketing strategy. Even though brand alliances is arguably a close cousin to brand extensions, a surprisingly few studies have investigated this phenomenon extensively. The few articles in this area (...

I denne artikkelen skal vi diskutere hvordan holdningsteori og holdningsforskning kan bidra med innsikt i praktisk merkevareledelse. Holdinger spiller viktige roller i våre liv og vi antar at holdninger under gitte forutsetninger påvirker vår atferd, blant annet beslutninger om kjøp av varer og tjenester. Merkevarebyggere bør derfor ha stor interes...

Produktplasseringer er et fenomen i vekst. I en stadig mer fragmentert mediehverdag og i konkurranse med nye underholdningsprodukter, leter mange annonsører etter alternative kanaler for sine merkebudskap. Produktplasseringer kan være et slikt alternativ. Forskning har vist at produktplasseringer kan ha god effekt på kjennskap, holdninger og forbru...

Mange bedrifter som aktivt arbeider med merkevarebygging har oppdaget at merkeutvidelser kan være en effektiv strategi for å oppnå vekst og utvidelse av produktsortimentet. Tross dette finnes det mange eksempler på merkeutvidelser som ikke lykkes i markedet. I denne artikkelen presenteres tre spørsmål du bør stille deg før du bestemmer deg for å la...