TITLE

NEW BRANDS VERSUS EXTENSIONS

PUB. DATE
December 2004
SOURCE
Brand Strategy;Dec2004/Jan2005, Issue 188, p44
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses a study on brand extension conducted by Research International in Great Britain. Venture of established products into the same or a different category; Comparison of the amount of investment in the development of new products; Underestimation of the value of advertising to brands.
ACCESSION #
15323965

 

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