TITLE

Dilution dilemma

PUB. DATE
July 2006
SOURCE
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p5
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
The article discusses an article published in the "Journal of Marketing" concerning brand dilution research. Studies have found that junior brands can have an impact on more senior brands. The research found that there was less of a risk of brand dilution if junior and senior brands are in similar categories and have similar "attributes." The article also says that eventually junior brands can hurt senior brands in the long term if brand dilution occurs.
ACCESSION #
21903577

 

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