BRAND EXTENSION ASSESSING CONSUMER RESPONSE: LINE EXTENSION VS. CATEGORY EXTENSION - Softcover

V, Mohan Raj; I, Parvin Banu

Softcover

ISBN 10: 6209799272 ISBN 13: 9786209799273

Verlag: LAP LAMBERT Academic Publishing, 2026

Inhaltsangabe

In today's dynamic and fiercely competitive marketplace, businesses continually seek innovative strategies to capture and retain consumers' attention. A powerful and well -established brand can be leveraged as a valuable asset in this endeavor. One such strategy that companies employ to maximize their brand's reach and impact is brand extension. Brand extension refers to the practice of launching new products or entering new markets under an established brand name. This strategic move aims to capitalize on the existing brand equity and consumer trust associated with the original brand. However, the success of brand extensions varies depending on the type of extension - whether it is a "Line Extension" or a "Category Extension. "Line extensions occur when a brand introduces new products within its existing product line. These new products share a strong connection with the brand's core offerings and are usually targeted at the same consumer base. On the other hand, category extensions involve venturing into entirely new product categories or industries, often distant from the brand's core offerings.

Über diesen Titel

Über die Autorin bzw. den Autor

The Book has been Authored by Mr. MOHAN RAJ V, a Student of International Business and Co-authored by Dr. I PARVIN BANU, Associate Professor and Head, PG and Research Department of International Business, Sri Ramakrishna College of Arts & Science, Coimbatore, Tamil Nadu, India.

Details zur Ausgabe

• Verlag: LAP LAMBERT Academic Publishing
• Erscheinungsdatum: 2026
• Sprache: Englisch
• ISBN 10: 6209799272
• ISBN 13: 9786209799273
• Einband: Taschenbuch
• Anzahl der Seiten: 72
• Kontakt zum Hersteller: Fastbook Publishing; customerservice@vdm-vsg.de; ; Brivibas gatve 197; Riga; 1039; Lettland