Managing brand extension

Journal of Consumer Marketing - Tập 10 Số 3 - Trang 11-17 - 1993
Byron M.Sharp

Tóm tắt

Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity. Puts forward a number of rules for the appropriate use of brand extension.

Từ khóa


Tài liệu tham khảo

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Thông tin
Thông tin xuất bản

Journal of Consumer Marketing

Tập 10 Số 3

11-17

Thông tin tác giả