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| Author: | Sattler, H. |
| Title: | Beurteilung der Erfolgschancen von Markentransfers |
| Journal: | Zeitschrift für Betriebswirtschaft
1998 : VOL. 68:5, p. 475-495 |
| Index terms: | BRANDS BRAND VALUATION EVALUATION CONSUMER GOODS EMPIRICAL RESEARCH NEW PRODUCTS |
| Language: | ger |
| Abstract: | By the means of an empirical survey this study shows that the evaluation of the success of brand extensions apparently contains a high degree of uncertainty. In order to reduce this uncertainty a method is developed which helps to find out whether a planned brand extension will prove successful or not. This method consists of thress successive modules which support a systematic collection of a number of data. The data are particular suited to facilitate the highly relevant decision for or against a brand extension. Even though some problems still remain the method described allows a decision-making process which by far exceeds the possibilities of currently used subjective management evaluations. |
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