Sökning: "Sarah-Jane Schlegel"

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  1. 1. Success Drivers for Vertical Brand Extensions in the Luxury Sector

    Magister-uppsats, Sektionen för ekonomi och teknik (SET)

    Författare :Sebastian Huber; Sarah-Jane Schlegel; [2013]
    Nyckelord :vertical brand extension; brand transfer; brand stretch; luxury marketing; brand management;

    Sammanfattning : In today's competitive environment, the ability to successfully launch new products at reasonably costs is considered a key success factor for leading brand manufacturers, which is why vertically leveraging existing brands becomes more significant. This is particularly exhibited by the luxury sector, which is increasingly attempting to launch new accessible product lines under an existing brand name in order to reach a larger consumer base and consequently increase profits and sales. LÄS MER