Some aspects regarding brand extension

Moisescu, Ovidiu Ioan (2005): Some aspects regarding brand extension. Published in: The Proceedings of the International Conference „The Impact of European Integration on the National Economy” (2005): pp. 203-211.

Abstract

Brand extensions have been developing for the last decade as one of the most important growth strategy. This paper tries to point out some of the basic issues and outline the main advantages and disadvantages involved, as well as the key elements when evaluating brand extension opportunities and effects.

• Item Type: MPRA Paper
• Language: English
• Keywords: brand extension, brand equiy
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing

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