Subject category:
Marketing
Published by:
Lagos Business School
Length: 16 pages
Data source: Published sources
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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.Time period
The events covered by this case took place in November 2018.Geographical setting
Region:
World/global
About
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.Settings
Time period
The events covered by this case took place in November 2018.Geographical setting
Region:
World/global