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Some aspects regarding brand extension

Author

Listed:
  • Moisescu, Ovidiu Ioan

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.

Suggested Citation

  • Moisescu, Ovidiu Ioan, 2005. "Some aspects regarding brand extension," MPRA Paper 32015, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:32015
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    File URL: https://mpra.ub.uni-muenchen.de/32015/1/MPRA_paper_32015.pdf
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    More about this item

    Keywords

    brand extension; brand equiy;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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