Before discussing brand extension it is important to briefly look at branding and also define the word brand. A brand is a distinguishing name or symbol designed to, identify to origins of a good or services differentiate those goods or services from those of the competition and protect the consumer and producer from competitors who would attempt to provide products that appear to be identical. Branding is the process of creating an association between a …
showed first 75 words of 2231 total

showed last 75 words of 2231 total
…Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The free press. Al Ries and Jack Trout in their book on `Positioning - Battle for Your Mind' Keller, K. and S. Sood (2003), "Brand Equity Dilution: Your Brand May Be Less Vulnerable Than You Think," Sloan Management Review, v45 Ries, Al and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1981. Kapferer, J.-N. (2001), Re-inventing the Brand Kogan page, London