Brand Architecture


Brand Personality As A Direct Cause Of Brand Extension Success

Brand Personality As A Direct Cause Of Brand Extension Success

Conventionally, most brand extension strategies are established based on using the similarity of product category with the parent brand to influence the target market to accept the new extension. This is by far rather limiting for brands. In our recent research and development into brand extension strategy, particularly focusing on symbolic brands (i.e. brands commonly used for self-expression), there is a new solution to overcome...

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