THE DYNAMICS OF PRODUCT VARIANTS IN SUSTAINING BRAND IDENTITY AND EMOTIONAL RELATIONSHIPS
Keywords:
Brand Identity, Brand Relevance, Consumer-Brand Relationship, Emotional Bonding, Line Extension, Product Portfolio, Product Variant
Abstract
This study conducts a literature review on the role of product variant exploration in maintaining brand relevance. It addresses two main issues: the tension between innovation and brand identity purity, and the challenge of building emotional bonds amidst changing consumer behavior. The analysis is structured into two parts. First, it examines how product variants influence consumer perception of brand identity clarity, finding that alignment with core values reinforces identity while excessive divergence risks dilution. Second, it explores how variants foster relevant emotional connections by enabling personal expression, becoming part of consumer rituals, and accumulating shared memories. The study concludes that effective variant management requires a strategic balance between exploration and identity preservation. Product variants are not merely tools for market expansion but critical instruments for sustaining a dynamic and meaningful dialogue between the brand and its consumers. Theoretical implications suggest expanding brand equity frameworks to include dynamic meaning-making, while practical implications emphasize disciplined portfolio evaluation and the importance of involving loyal consumers in the innovation process.
References
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Auliyah, R., & Darmawan, D. (2025). Pengaruh Motivasi, Nilai yang Dirasakan, Hedonisme, dan Suasana Terhadap Niat Berkunjung Kembali Ke Pasar Tradisional Wonokromo Surabaya. Jurnal Manajemen dan Organisasi, 16(2), 130-145.
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Barros, T., Rodrigues, P., Duarte, N., Shao, X.-F., Martins, F. V., Barandas-Karl, H., & Yue, X.-G. (2020). The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model. 13(6), 133. https://doi.org/10.3390/JRFM13060133.
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Cahyani, Y. B., & Darmawan, D. (2025). Pengaruh Persepsi Resiko Terhadap Minat Membeli Emas. Jurnal Penelitian Multidisiplin Nusantara, 6(1), 37-56.
Chakraborty, U. (2023). Understanding Brand Perception: The Key to Building and Maintaining Business Success. Journal of Multidisciplinary Studies. https://doi.org/10.69974/glskalp.03.03.39
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Darmawan, D. (2024). Distribution of six major factors enhancing organizational effectiveness. Journal of Distribution Science, 22(4), 47–58.
Dewayani, R. D., Sulihtyaningrum, E., & Nasution, A. A. (2024). Brand Experience Analysis of Teh Botol Sosro Consumers Towards the Box Packaging Variant. Jobmark, 05(02), 83–93. https://doi.org/10.36782/jobmark.v5i2.283
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Grimm, M. S., & Wagner, R. (2021). Intra-brand image confusion: effects of assortment width on brand image perception. Journal of Brand Management, 28(4), 446–463. https://doi.org/10.1057/S41262-020-00225-3
Handique, K., & Sarkar, S. (2024). The Impact of Brand Love on Customer Loyalty: Exploring Emotional Connection and Consumer Behaviour. International Research Journal Of Multidisciplinary Scope, 05(04), 1104–1120. https://doi.org/10.47857/irjms.2024.v05i04.01723.
Hariani, M., Mardikaningsih, R., Darmawan, D., & Irfan, M. (2021). Strategies for developing perceived support for employees in diverse work environments. Journal of Social Science Studies, 1(2), 81–88.
Hidayat, R. T., & Darmawan, D. (2025). Pengaruh Persepsi Risiko Terhadap Keputusan Pengguna Pinjaman Online. Jurnal Penelitian Multidisiplin Nusantara, 6(1), 114-133.
Infante, A., & Mardikaningsih, R. (2022). The Potential of Social Media as a Means of Online Business Promotion. Journal of Social Science Studies, 2(2), 45-49.
Irfan, M., & Darmawan, D. (2021). Improving psychological wellbeing through emotion management in daily life. Journal of Social Science Studies, 1(1), 179–184.
Jain, T. (2025). Rebranding for Success: How Packaging and Logo Changes Affect Consumer Perception. Journal of Advanced Management Studies., 2(3), 75–85. https://doi.org/10.36676/jams.v2.i3.78
John, D. R., Loken, B., & Joiner, C. (1998). The negative impact of extensions: can flagship products be diluted? Journal of Marketing, 62(1), 19–32. https://doi.org/10.1177/002224299806200103
Jun-ying, Y., Ping, C., & Yan, C. (2007). Brand Extension Strategy Evaluations Based on Consumer Perception. 1103–1108. https://doi.org/10.1109/ICMSE.2007.4421993
Jusuf, D. I., Pujihartanti, E., & Putri, S. K. (2023). Brand Extension Strategies and Their Effect on Brand Equity: A Cross-Industry Analysis. Pinisi Discretion Review, 6(2), 281–281. https://doi.org/10.26858/pdr.v6i2.45361
Keller, K. L., & Sood, S. (2003). Brand Equity Dilution. MIT Sloan Management Review, 45(1), 12–15.
Koschmann, A., & Sheth, J. N. (2018). Brand line extensions: creating new loyalties or internal variety-seeking? Journal of Product & Brand Management, 27(4), 351–362. https://doi.org/10.1108/JPBM-08-2017-1535
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow: Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson.
Magnoni, F., & Roux, E. (2012). The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands. Journal of Brand Management, 19(7), 595–608. https://doi.org/10.1057/BM.2012.8
Maloles, C. M., Foscht, T., & Chia, S. (2023). Toward a better understanding of brand and product line extension strategies. International Journal of Strategic Management. https://doi.org/10.18374/ijsm-23-1.5
Mardikaningsih, R., & Darmawan, D. (2021). Business sustainability strategies in the facing of regulatory uncertainty and managerial challenges. Journal of Social Science Studies, 1(2), 111–118.
Mardikaningsih, R., & Darmawan, D. (2022). Design and implementation of communication strategy in change management. Journal of Social Science Studies, 2(2), 237–242.
Margareta, A., & Darmawan, D. (2025). Pengaruh Keragaman Produk Terhadap Keputusan Membeli dalam Pasar. Jurnal Penelitian Multidisiplin Nusantara, 6(1), 134-152.
Miniard, P. W., Jayanti, R. K., Alvarez, C. M. O., & Dickson, P. R. (2018). What brand extensions need to fully benefit from their parental heritage. Journal of the Academy of Marketing Science, 46(5), 948–963. https://doi.org/10.1007/S11747-018-0586-5
Mohit, Chaudhry, R., & Nitika. (2024). The Influence of Parent Brand Image on Extended Brands: A Conceptual Framework. Effulgence. https://doi.org/10.33601/effulgence.rdias/v22/i1/2024/8-17
Nahar, M. Z., Al Maghrobi, A., & Darmawan, D. (2025). Pengaruh Promosi dan Citra Merek Terhadap Minat Beli Ulang Produk Kahf. Jurnal Strategi Bisnis dan Keuangan, 6(3), 57-77.
Neacşu, N. A. (2025). The Role of Packaging in Brand Attachment. Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences, 19–28. https://doi.org/10.31926/but.es.2025.18.67.1.2
Orth, U. R., & Rose, G. M. (2017). Consumers’ brand identity complexity: conceptualization and predictive ability. European Journal of Marketing, 51(2), 304–323. https://doi.org/10.1108/EJM-07-2015-0446
Putri, A. P. S., & Darmawan, D. (2025). A Literature Study: The Influence of Lifestyle on Fashion Purchasing Decisions. Jurnal Manajemen Bisnis dan Terapan, 3(1), 85-96.
Rahayu, P. D., & Darmawan, D. (2025). Pengaruh Harga, Kemudahan Pembayaran, Waktu Tunggu, Kualitas Pelayanan, dan Keamanan Terhadap Niat untuk Menggunakan Kembali Suroboyo Bus. YUME: Journal of Management, 8(2), 1090-1106.
Rahman, K., & Areni, C. S. (2014). Generic, genuine, or completely new? Branding strategies to leverage new products. Journal of Strategic Marketing, 22(1), 3–15. https://doi.org/10.1080/0965254X.2013.817475
Rajagopal. (2019). Brand Portfolio Management. 143–173. https://doi.org/10.1007/978-3-030-24933-5_5
Russell, C. A., & Schau, H. J. (2015). Consumers’ experience of brand withdrawal: Unfolding consumption bereavement theory. 263–281. https://doi.org/10.4324/9781315767079-32
Safirah, A. N., Rohmi, N. S. B., & Darmawan, D. (2025). Pengaruh Kualitas Produk dan Citra Merek Terhadap Kepuasan Pelanggan Produk Fashion. Jurnal Ilmu Pengetahuan Naratif, 6(2), 120-140.
Saparbaiuly, D. (2025). The Role of Innovative Diversification in Ensuring Sustainable Business Development. Бюллетень Науки и Практики, 11(6), 455–463. https://doi.org/10.33619/2414-2948/115/55
Schmitz, A.-K., Brexendorf, T. O., & Fassnacht, M. (2023). Vertical line extension: a systematic review of research on upward and downward line extension. Journal of Product & Brand Management. https://doi.org/10.1108/jpbm-03-2022-3895
Sinapuelas, I. C., Wang, H.-M. D., & Bohlmann, J. D. (2015). The interplay of innovation, brand, and marketing mix variables in line extensions. Journal of the Academy of Marketing Science, 43(5), 558–573. https://doi.org/10.1007/S11747-015-0437-6
Vuković, D., Kerum, F., & Žukina, M. (2024). Consumer Preferences and Reactions to Brand Expansion. Naše Gospodarstvo, 70(2), 47–62. https://doi.org/10.2478/ngoe-2024-0011
Wang, R. (2024). A Review of Factors Influencing Brand Attachment. Frontiers in Business, Economics and Management, 17(3), 495–498. https://doi.org/10.54097/y0a1f768
Webster, J., & Watson, R. T. (2002). Analyzing the past to prepare for the future: Writing a literature review. MIS Quarterly, 26(2), xiii-xxiii
Yaneva, R. (2024). From the product to the experiences - the key to creating emotional connection and empathy. Matteh ..., 175–184. https://doi.org/10.46687/wwau4515
Zhao, Y., Zhang, Y., Wang, J. (Feng), Schrock, W. A., & Calantone, R. J. (2020). Brand relevance and the effects of product proliferation across product categories. Journal of the Academy of Marketing Science, 48(6), 1192–1210. https://doi.org/10.1007/S11747-020-00727-1
Zhu, Y. (2025). Research on the Formation Mechanism of Brand Loyalty Driven by Consumer Emotions. Journal of Modern Business and Economics., 2(3). https://doi.org/10.70767/jmbe.v2i3.570
Auliyah, R., & Darmawan, D. (2025). Pengaruh Motivasi, Nilai yang Dirasakan, Hedonisme, dan Suasana Terhadap Niat Berkunjung Kembali Ke Pasar Tradisional Wonokromo Surabaya. Jurnal Manajemen dan Organisasi, 16(2), 130-145.
Aurier, P., & Mejía, V. (2021). The differing impacts of brand-line breadth and depth on customers’ repurchasing behavior of frequently purchased packaged goods. Journal of the Academy of Marketing Science, 49(6), 1–23. https://doi.org/10.1007/S11747-021-00797-9.
Baltezarević, R. (2016). Emotional branding as a way of communication with consumers. 8, 125–136. https://doi.org/10.5937/GFKM1608125B.
Barros, T., Rodrigues, P., Duarte, N., Shao, X.-F., Martins, F. V., Barandas-Karl, H., & Yue, X.-G. (2020). The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model. 13(6), 133. https://doi.org/10.3390/JRFM13060133.
Boyko, A. A., Tatyana, P., Anastasiya, R., Anna, G., & Sergei, K. (2024). Developing a Sustainable Strategy for Effective Product Promotion in Dynamic Market Conditions. 1–6. https://doi.org/10.1109/dasa63652.2024.10836261.
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101.
Cahyani, Y. B., & Darmawan, D. (2025). Pengaruh Persepsi Resiko Terhadap Minat Membeli Emas. Jurnal Penelitian Multidisiplin Nusantara, 6(1), 37-56.
Chakraborty, U. (2023). Understanding Brand Perception: The Key to Building and Maintaining Business Success. Journal of Multidisciplinary Studies. https://doi.org/10.69974/glskalp.03.03.39
Creswell, J. W. (2009). Research design: Qualitative, quantitative, and mixed methods approaches (3rd ed.). Sage Publications.
Darmawan, D. (2013). Prinsip Prinsip Perilaku Organisasi. Pena Semesta - PT. JePe Press Media Utama, Surabaya.
Darmawan, D. (2024). Distribution of six major factors enhancing organizational effectiveness. Journal of Distribution Science, 22(4), 47–58.
Dewayani, R. D., Sulihtyaningrum, E., & Nasution, A. A. (2024). Brand Experience Analysis of Teh Botol Sosro Consumers Towards the Box Packaging Variant. Jobmark, 05(02), 83–93. https://doi.org/10.36782/jobmark.v5i2.283
Eddine, B. A. S., Darmawan, D., Mardikaningsih, R., & Sinambela, E. A. (2023). The effect of knowledge management and quality of work life on employee commitment. Journal of Human Sciences, 10(1), 87–100.
Fahriza, F., & Darmawan, D. (2025). The Effect of Waiting Time, Accessibility, Perception of Risk, Feeling Benefit on The Intention to Reuse Halodoc App. Jurnal Pamator: Jurnal Ilmiah Universitas Trunojoyo, 18(1), 37-47.
Gani, A., Khayru, R. K., & Darmawan, D. (2021). Minimalism trends in consumption behavior: Social inequality and industrial dynamics. Journal of Social Science Studies, 1(1), 129–134.
Grimm, M. S., & Wagner, R. (2021). Intra-brand image confusion: effects of assortment width on brand image perception. Journal of Brand Management, 28(4), 446–463. https://doi.org/10.1057/S41262-020-00225-3
Handique, K., & Sarkar, S. (2024). The Impact of Brand Love on Customer Loyalty: Exploring Emotional Connection and Consumer Behaviour. International Research Journal Of Multidisciplinary Scope, 05(04), 1104–1120. https://doi.org/10.47857/irjms.2024.v05i04.01723.
Hariani, M., Mardikaningsih, R., Darmawan, D., & Irfan, M. (2021). Strategies for developing perceived support for employees in diverse work environments. Journal of Social Science Studies, 1(2), 81–88.
Hidayat, R. T., & Darmawan, D. (2025). Pengaruh Persepsi Risiko Terhadap Keputusan Pengguna Pinjaman Online. Jurnal Penelitian Multidisiplin Nusantara, 6(1), 114-133.
Infante, A., & Mardikaningsih, R. (2022). The Potential of Social Media as a Means of Online Business Promotion. Journal of Social Science Studies, 2(2), 45-49.
Irfan, M., & Darmawan, D. (2021). Improving psychological wellbeing through emotion management in daily life. Journal of Social Science Studies, 1(1), 179–184.
Jain, T. (2025). Rebranding for Success: How Packaging and Logo Changes Affect Consumer Perception. Journal of Advanced Management Studies., 2(3), 75–85. https://doi.org/10.36676/jams.v2.i3.78
John, D. R., Loken, B., & Joiner, C. (1998). The negative impact of extensions: can flagship products be diluted? Journal of Marketing, 62(1), 19–32. https://doi.org/10.1177/002224299806200103
Jun-ying, Y., Ping, C., & Yan, C. (2007). Brand Extension Strategy Evaluations Based on Consumer Perception. 1103–1108. https://doi.org/10.1109/ICMSE.2007.4421993
Jusuf, D. I., Pujihartanti, E., & Putri, S. K. (2023). Brand Extension Strategies and Their Effect on Brand Equity: A Cross-Industry Analysis. Pinisi Discretion Review, 6(2), 281–281. https://doi.org/10.26858/pdr.v6i2.45361
Keller, K. L., & Sood, S. (2003). Brand Equity Dilution. MIT Sloan Management Review, 45(1), 12–15.
Koschmann, A., & Sheth, J. N. (2018). Brand line extensions: creating new loyalties or internal variety-seeking? Journal of Product & Brand Management, 27(4), 351–362. https://doi.org/10.1108/JPBM-08-2017-1535
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Harlow: Pearson.
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Harlow: Pearson.
Magnoni, F., & Roux, E. (2012). The impact of step-down line extension on consumer-brand relationships: A risky strategy for luxury brands. Journal of Brand Management, 19(7), 595–608. https://doi.org/10.1057/BM.2012.8
Maloles, C. M., Foscht, T., & Chia, S. (2023). Toward a better understanding of brand and product line extension strategies. International Journal of Strategic Management. https://doi.org/10.18374/ijsm-23-1.5
Mardikaningsih, R., & Darmawan, D. (2021). Business sustainability strategies in the facing of regulatory uncertainty and managerial challenges. Journal of Social Science Studies, 1(2), 111–118.
Mardikaningsih, R., & Darmawan, D. (2022). Design and implementation of communication strategy in change management. Journal of Social Science Studies, 2(2), 237–242.
Margareta, A., & Darmawan, D. (2025). Pengaruh Keragaman Produk Terhadap Keputusan Membeli dalam Pasar. Jurnal Penelitian Multidisiplin Nusantara, 6(1), 134-152.
Miniard, P. W., Jayanti, R. K., Alvarez, C. M. O., & Dickson, P. R. (2018). What brand extensions need to fully benefit from their parental heritage. Journal of the Academy of Marketing Science, 46(5), 948–963. https://doi.org/10.1007/S11747-018-0586-5
Mohit, Chaudhry, R., & Nitika. (2024). The Influence of Parent Brand Image on Extended Brands: A Conceptual Framework. Effulgence. https://doi.org/10.33601/effulgence.rdias/v22/i1/2024/8-17
Nahar, M. Z., Al Maghrobi, A., & Darmawan, D. (2025). Pengaruh Promosi dan Citra Merek Terhadap Minat Beli Ulang Produk Kahf. Jurnal Strategi Bisnis dan Keuangan, 6(3), 57-77.
Neacşu, N. A. (2025). The Role of Packaging in Brand Attachment. Bulletin of the Transilvania University of Brasov. Series V : Economic Sciences, 19–28. https://doi.org/10.31926/but.es.2025.18.67.1.2
Orth, U. R., & Rose, G. M. (2017). Consumers’ brand identity complexity: conceptualization and predictive ability. European Journal of Marketing, 51(2), 304–323. https://doi.org/10.1108/EJM-07-2015-0446
Putri, A. P. S., & Darmawan, D. (2025). A Literature Study: The Influence of Lifestyle on Fashion Purchasing Decisions. Jurnal Manajemen Bisnis dan Terapan, 3(1), 85-96.
Rahayu, P. D., & Darmawan, D. (2025). Pengaruh Harga, Kemudahan Pembayaran, Waktu Tunggu, Kualitas Pelayanan, dan Keamanan Terhadap Niat untuk Menggunakan Kembali Suroboyo Bus. YUME: Journal of Management, 8(2), 1090-1106.
Rahman, K., & Areni, C. S. (2014). Generic, genuine, or completely new? Branding strategies to leverage new products. Journal of Strategic Marketing, 22(1), 3–15. https://doi.org/10.1080/0965254X.2013.817475
Rajagopal. (2019). Brand Portfolio Management. 143–173. https://doi.org/10.1007/978-3-030-24933-5_5
Russell, C. A., & Schau, H. J. (2015). Consumers’ experience of brand withdrawal: Unfolding consumption bereavement theory. 263–281. https://doi.org/10.4324/9781315767079-32
Safirah, A. N., Rohmi, N. S. B., & Darmawan, D. (2025). Pengaruh Kualitas Produk dan Citra Merek Terhadap Kepuasan Pelanggan Produk Fashion. Jurnal Ilmu Pengetahuan Naratif, 6(2), 120-140.
Saparbaiuly, D. (2025). The Role of Innovative Diversification in Ensuring Sustainable Business Development. Бюллетень Науки и Практики, 11(6), 455–463. https://doi.org/10.33619/2414-2948/115/55
Schmitz, A.-K., Brexendorf, T. O., & Fassnacht, M. (2023). Vertical line extension: a systematic review of research on upward and downward line extension. Journal of Product & Brand Management. https://doi.org/10.1108/jpbm-03-2022-3895
Sinapuelas, I. C., Wang, H.-M. D., & Bohlmann, J. D. (2015). The interplay of innovation, brand, and marketing mix variables in line extensions. Journal of the Academy of Marketing Science, 43(5), 558–573. https://doi.org/10.1007/S11747-015-0437-6
Vuković, D., Kerum, F., & Žukina, M. (2024). Consumer Preferences and Reactions to Brand Expansion. Naše Gospodarstvo, 70(2), 47–62. https://doi.org/10.2478/ngoe-2024-0011
Wang, R. (2024). A Review of Factors Influencing Brand Attachment. Frontiers in Business, Economics and Management, 17(3), 495–498. https://doi.org/10.54097/y0a1f768
Webster, J., & Watson, R. T. (2002). Analyzing the past to prepare for the future: Writing a literature review. MIS Quarterly, 26(2), xiii-xxiii
Yaneva, R. (2024). From the product to the experiences - the key to creating emotional connection and empathy. Matteh ..., 175–184. https://doi.org/10.46687/wwau4515
Zhao, Y., Zhang, Y., Wang, J. (Feng), Schrock, W. A., & Calantone, R. J. (2020). Brand relevance and the effects of product proliferation across product categories. Journal of the Academy of Marketing Science, 48(6), 1192–1210. https://doi.org/10.1007/S11747-020-00727-1
Zhu, Y. (2025). Research on the Formation Mechanism of Brand Loyalty Driven by Consumer Emotions. Journal of Modern Business and Economics., 2(3). https://doi.org/10.70767/jmbe.v2i3.570
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2026-03-22
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