-beurteilung des Transferproduktes und des Markenimages. Stephan Günther stellt den aktuellen Forschungsstand zum Markentransfer …

Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …

opportunity arises. A critical decision in this scenario is whether to introduce the new product under an existing brand or not … wisdom, choose to differentiate their products more when selling them under the same brand. Finally, we characterize the …

This paper asks whether brand extension can serve as a signal of product quality given that it costs less than a new … brand. (Existing literature has assumed either that brand extension is cost-neutral or that it costs more.) I show that it … unique; a pooling equilibrium also exists in which brand extension signals nothing. For another, the separating equilibrium …