Capitalizing on Brand Extensions
Abstract
Examines the benefits and drawbacks of brand name extensions. Proposes a set of questions/guidelines about brand extending for marketing decision makers: new products′ sales potential, marketing cost efficiency gained by brand extending, cannibalization of parent product, and risk of losing brand effectiveness from overextension. Concludes that a more pragmatic approach to brand extension is required than the traditional, either right or wrong, categorization.
Keywords
Citation
Buday, T. (1989), "Capitalizing on Brand Extensions", Journal of Consumer Marketing, Vol. 6 No. 4, pp. 27-30. https://doi.org/10.1108/EUM0000000002559
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited