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Vertical Brand Extension and Brand Alliance
Journal of Contents and Industry, 2020Hanbit Kim, June-Hee Na
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Brand Revitalisation and Extension
1998Every branded goods or services company has one or more brands that are underperforming. Not that long ago such a brand would in due course have been stripped of its marketing support and relegated to cash flow status. Today, however, the prohibitive cost and effort involved in establishing new brands has made brand owners much more conscious of the ...
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2009
While traditional marketing plans typically call for allowing a brand to grow and attain a stronghold within its market before extending that brand into new categories, in the 1950s, Hugh Hefner had no knowledge of how traditional marketing plans worked. When he saw opportunities to extend the Playboy brand, he seized them. It could be argued that this
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While traditional marketing plans typically call for allowing a brand to grow and attain a stronghold within its market before extending that brand into new categories, in the 1950s, Hugh Hefner had no knowledge of how traditional marketing plans worked. When he saw opportunities to extend the Playboy brand, he seized them. It could be argued that this
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BRAND EXTENSIONS IN THE LUXURY INDUSTRY
2012Brand extensions are an interesting brand strategy alternative, as they may attract new segments of customers who, for various reasons, may have not considered the luxury brand before. The luxury brand extensions have gained such momentum that today a fan of a luxury fashion house is able not only to dress herself from head to toe in a beloved designer’
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THE EFFECT OF BRAND EXTENSION TYPES ON BRAND EXTENSION EVALUATIONS
Global Fashion Management Conference, 2018Hyo Jin Eom +2 more
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