| Tekijä: | Sattler, H. |
| Otsikko: | Beurteilung der Erfolgschancen von Markentransfers |
| Lehti: | Zeitschrift für Betriebswirtschaft
1998 : VOL. 68:5, p. 475-495 |
| Asiasana: | BRANDS BRAND VALUATION EVALUATION CONSUMER GOODS EMPIRICAL RESEARCH NEW PRODUCTS |
| Kieli: | ger |
| Tiivistelmä: | 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. |
SCIMA