Generic, genuine, or completely new? Branding strategies to leverage new products
Kaleel Rahman and Charles S. Areni
| Year of publication: |
2014
|
|---|---|
| Authors: | Rahman, Kaleel ; Areni, Charles Scott |
| Published in: |
Journal of strategic marketing. - Abingdon : Taylor & Francis, ISSN 0965-254X, ZDB-ID 1279794-7. - Vol. 22.2014, 1, p. 3-15
|
| Subject: | sub-brand | brand architecture | line extensions | brand extensions | competitive positioning | brand management | Markenführung | Brand management | Markentransfer | Brand extension | Markenartikel | Brand | Produktentwicklung | New product development | Marketingmanagement | Marketing management | Markenarchitektur | Brand architecture | Innovation |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010259216