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Technical note
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Reference no. 518-0148-6
Subject category: Marketing
Published by:
Lagos Business School (2018)
Length:
16 pages
Data source:
Published sources

Abstract

This article discusses the meaning of brand extension, types of brand extension strategy, brand extension categorisation theory, brand equity within brand extension strategy, important questions that drive the effective pursuit of brand extension and the nature of brand extension in the 21st century. These issues provide a general insight into the concept of brand extension.

Teaching and learning

This item is suitable for postgraduate and executive education courses.

Topics

Branding; Brand extension; Brand equity; Product; Marketing

Setting

The events covered by this item took place in November 2018.

Geographical setting

Region:
World/global

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