Some aspects regarding brand extension

Ovidiu Moisescu ()

MPRA Paper from University Library of Munich, Germany

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.

Keywords: brand extension; brand equiy (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2005
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Published in The Proceedings of the International Conference „The Impact of European Integration on the National Economy” (2005): pp. 203-211

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:32015

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