Factors Influencing Successful Brand Extension - Afzal, Sarwat
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Marketing managers seek ways to enhance the value of brands by leveraging through brand extensions. Brand extension is a widely used concept using a successful brand name to launch a new or modified product in a new category. Much of the earlier work on product extension with few exceptions uses an experimental approach to investigate the effect of brand extension. Brand extension strategy decision is strategically critical to an organization. It has received considerably notice by the scholarly researchers and practitioners during last ten years. This book, therefore provides a new metric of…mehr

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Produktbeschreibung
Marketing managers seek ways to enhance the value of brands by leveraging through brand extensions. Brand extension is a widely used concept using a successful brand name to launch a new or modified product in a new category. Much of the earlier work on product extension with few exceptions uses an experimental approach to investigate the effect of brand extension. Brand extension strategy decision is strategically critical to an organization. It has received considerably notice by the scholarly researchers and practitioners during last ten years. This book, therefore provides a new metric of success for brand extension strategies as well as to understand the factor influencing successful brand extension into related & unrelated categories.This study has generated interesting results for future research for adjusting any marketing activities. It would generate workable and significant result for managers in these branding strategies. Hence can save time and resources which can beutilize in other development process. Marketer should be better able to develop more effective strategies. It also identifies pattern and preference of local people for the acceptability of brand extension
Autorenporträt
Sarwat (M.Phil, Iqra University) assistant professor, marketing at SZABIST, Pakistan since 2011 & author of many articles focused on Marketing & Brand, has appeared in international journal of business disciplines in mgmt & marketing. She got Best Paper Award in Hawaii, USA Clute Conference in 2011. She has taught at AIOU, Iqra University & KASBIT.