Managing brand extension

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.

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Year of publication:	1993
Authors:	Sharp, Byron M.
Published in:	Journal of Consumer Marketing. - MCB UP Ltd, ISSN 2052-1200, ZDB-ID 2032361-X. - Vol. 10.1993, 3, p. 11-17
Publisher:	MCB UP Ltd
Subject:	Brand extensions \| Brand image \| Brand names \| New product development \| Product management

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Type of publication:	Article
Type of publication (narrower categories):	research-article
Language:	English
Other identifiers:	10.1108/07363769310041938 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014849086