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| Author: | Simmons, C. J. Bickart, B. A. Buchanan, L. |
| Title: | Leveraging equity across the brand portfolio |
| Journal: | Marketing letters
2000 : AUG, VOL. 11:3, p. 210-220 |
| Index terms: | Brand valuation Brand names Department stores Retailing |
| Freeterms: | Strategic equivalence |
| Language: | eng |
| Abstract: | Leveraging brand equity through extensions has become an increasingly important tool for gaining marketing efficiencies. The shared brand name implies a fundamental similarity between the core brand and its extension on dimensions of quality or benefits delivered. There is a strategic equivalence between the core and extension in terms of attribute levels, benefits delivered, or competitive positioning. In this research we examine the effect that high-equity brands may have on the value of unfamiliar or less-established brands. |
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