The Influence of Brand Equity and Brand Identity on Brand Extension Strategies
The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. By introducing new products under an existing brand name, firms leverage the pow...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
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Högskolan i Halmstad, Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)
2015
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-29048 |