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Jeff Swystun

A chapter in The Brand Glossary, 2007, pp 23-34 from Palgrave Macmillan

Abstract: Abstract What is called cannibalization occurs when a brand extension or line extension takes sales away from existing and established brands owned by the same company. Overlap between brands is not unusual, since consumer segments within a product category tend to have some commonality. But the risk in this overlap is that higher margin brands may be negatively affected by lower margin ones, resulting in overall losses of revenue and brand value.

Keywords: Customer Relationship Management; Corporate Philanthropy; Customer Segment; Corporate Identity; Brand Extension (search for similar items in EconPapers)
Date: 2007
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-62640-9_3

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DOI: 10.1057/9780230626409_3

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