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1. Horizontal brand extensions : the key factors of success
Kandidat-uppsats, Högskolan i Borås/Institutionen TextilhögskolanSammanfattning : 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
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