Abstract
This note provides an overview of brand extension management. It discusses how brand extensions can be classified and outlines various managerial advantages and disadvantages of extending existing brands. It also describes how consumers evaluate brand extensions and what contributes to their success and failure.
Additional Information
| Product Type | Technical Note |
|---|---|
| Reference No. | MAR0388TEC |
| Title | Note on Brand Extensions |
| Pages | 4 |
| Published on | Aug 20, 2007 |
| Year of Event | 2006 |
| Authors | Jaiswal, Anand Kumar; Shrivastav, Arpita; Kothari, Dhwani; |
| Area | Marketing (MAR) |
| Country | India |
| Organization | Reckitt Benckiser India Limited |
| Access | For All |
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