haku: @indexterm GEARING / yhteensä: 211
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| Tekijä: | Joshi, A. Saxena, S. |
| Otsikko: | Racing ahead in reverse gear |
| Lehti: | Marketing and Research Today
1993 : MAY, VOL. 21, p. 91-96 |
| Asiasana: | BRANDS GEARING MARKETING |
| Kieli: | eng |
| Tiivistelmä: | Manufacturers often make use of brand extension to increase their business by transferring the equity of an existing brand onto a new product. However, a leading brand that was very successful in the past may no longer enjoy a favourable image in today's market. Changing the image of an established brand through direct advertising is often a very expensive and lengthy process. In this paper the authors discuss how the desired result can sometimes be achieved through "reverse leverage" when a new brand is launched and a more desirable image established. |
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