search query: @author Tauber, E. M. / total: 2
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| Author: | Tauber, E. M. |
| Title: | Brand leverage : strategy for growth in a cost-control world. |
| Journal: | Journal of Advertising Research
1988 : AUG-SEP, VOL. 28:4, p. 26-30 |
| Index terms: | BRANDS CORPORATE GROWTH CORPORATE STRATEGY |
| Language: | eng |
| Abstract: | Capitalizing on the equity in established brand names has become a major strategy of product planner. In the previous decade, firms have bought, sold, licensed, and extended brands to an unprecedented degree. The cost of introducing new brands became prohibitive. A firm wishing to enter a new category has two options: purchase a brand in a new category or extend their own brand. Brand extension uses a brand in one category to introduce products in totally different categories.The benefits of brand extension are a perfect fit to the corporate needs of 1980s. |
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