Managing brand extension
- 1 March 1993
- journal article
- Published by Emerald in Journal of Consumer Marketing
- Vol. 10 (3), 11-17
- https://doi.org/10.1108/07363769310041938
Abstract
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.Keywords
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