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Brand Extension by S, Sivaneshwaran

Brand Extension

by Sivaneshwaran S
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Book cover type: Paperback
  • ISBN13: 9786208423537
  • Binding: Paperback
  • Subject: N/A
  • Publisher: LAP Lambert Academic Publishing
  • Publisher Imprint: LAP Lambert Academic Publishing
  • Publication Date:
  • Pages: 64
  • Original Price: GBP 36.0
  • Language: English
  • Edition: N/A
  • Item Weight: 100 grams
  • BISAC Subject(s): Production & Operations Management

This book explores the mediating role of brand extension in the relationship between a company's brand and brand equity. It examines how customer mindsets-whether supportive, neutral, or opposed-impact the link between product mix and brand image. The study highlights challenges faced by major electronics brands in crafting product mix or brand extension strategies and their influence on company growth. Additionally, it discusses limitations of marketing research, including changing consumer behavior, time constraints, costs, and data accuracy, emphasizing the need for effective data scheduling to aid decision-making.

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