L'Estensione del Marchio Valutando La Risposta Dei Consumatori

Name: L'Estensione del Marchio Valutando La Risposta Dei Consumatori
Brand: Edizioni Sapienza
SKU: 9786209845413
Price: 5117.0 INR
Availability: InStock

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ISBN13: 9786209845413
Binding: Paperback
Subject: N/A
Publisher: Edizioni Sapienza
Publisher Imprint: Edizioni Sapienza
Publication Date: April 2, 2026
Pages: 64
Original Price: USD 57.0
Language: Italian
Edition: N/A
Item Weight: 100 grams
BISAC Subject(s): General

About The Book

Nel mercato dinamico e ferocemente competitivo di oggi, le aziende cercano continuamente strategie innovative per catturare e mantenere l'attenzione dei consumatori. Un marchio potente e consolidato pu� essere sfruttato come una risorsa preziosa in questa impresa. Una di queste strategie che le aziende utilizzano per massimizzare la portata e l'impatto del loro marchio � la brand extension. L'estensione del marchio si riferisce alla pratica di lanciare nuovi prodotti o di entrare in nuovi mercati con un marchio consolidato. Questa mossa strategica mira a capitalizzare la brand equity esistente e la fiducia dei consumatori associata al marchio originale. Tuttavia, il successo delle estensioni di marca varia a seconda del tipo di estensione: se si tratta di una "estensione di linea" o di una "estensione di categoria". "Le estensioni di linea si verificano quando un marchio introduce nuovi prodotti all'interno della sua linea di prodotti esistente. Questi nuovi prodotti hanno un forte legame con l'offerta principale del marchio e di solito si rivolgono alla stessa base di consumatori. Le estensioni di categoria, invece, comportano l'ingresso in categorie di prodotti o settori completamente nuovi, spesso lontani dall'offerta principale del marchio.

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