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  1. 1. Horizontal brand extensions : the key factors of success

    Kandidat-uppsats, Högskolan i Borås/Institutionen Textilhögskolan

    Författare :Ellinor Engström; Hanna Svedman; [2011]
    Nyckelord :brand extension; horizontal brand extension; luxury brand extension; brand associations; brand universe; brand equity; brand image; brand identity; brand promise; storytelling; brand extension strategies; licensing; range brand platforms; implementation errors; key factors for successful brand extensions; brand positioning; branding umbrella;

    Sammanfattning : Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well. LÄS MER