Brand extension as a growth strategy has increased in popularity the last decades. The use of brand extensions as a branding strategy is considered more effective and related to lower costs compared to a new brand launch. The purpose of this thesis is to gain an increased understanding on how Swedish companies use brand extensions as a part of their branding strategy. The research explores, describes and tries to explain why companies choose brand extensions as a part of their branding strategy, how the brand extension process can be described and finally how a successful brand extension can be described. A multiple case study including three companies: Husqvarna, Salming and SAS and how these companies deal with brand e...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...
Brand extension as a growth strategy has increased in popularity the last decades. The use of bran...
Brand extension as a growth strategy has increased in popularity the last decades. The use of bran...
Background: All brands need to keep moving and to keep building their stories by bringing new and ex...
Background: All brands need to keep moving and to keep building their stories by bringing new and ex...
Subject: This paper is about Brand Extension and if the process differs when a company extends its b...
Subject: This paper is about Brand Extension and if the process differs when a company extends its b...
Background: Today, the trademark is the heart of the company and the management of brandimage and id...
Background: Today, the trademark is the heart of the company and the management of brandimage and id...
Syfte: Syftet med studien är att analysera och beskriva hur ett företag kan arbeta med varumärkesutv...
Syfte: Syftet med studien är att analysera och beskriva hur ett företag kan arbeta med varumärkesutv...
Brand extensions have been developing for the last decade as one of the most important growth strate...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...
Brand extension as a growth strategy has increased in popularity the last decades. The use of bran...
Brand extension as a growth strategy has increased in popularity the last decades. The use of bran...
Background: All brands need to keep moving and to keep building their stories by bringing new and ex...
Background: All brands need to keep moving and to keep building their stories by bringing new and ex...
Subject: This paper is about Brand Extension and if the process differs when a company extends its b...
Subject: This paper is about Brand Extension and if the process differs when a company extends its b...
Background: Today, the trademark is the heart of the company and the management of brandimage and id...
Background: Today, the trademark is the heart of the company and the management of brandimage and id...
Syfte: Syftet med studien är att analysera och beskriva hur ett företag kan arbeta med varumärkesutv...
Syfte: Syftet med studien är att analysera och beskriva hur ett företag kan arbeta med varumärkesutv...
Brand extensions have been developing for the last decade as one of the most important growth strate...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Not all brand extensions are successful and for every brand extension there is a risk of harming t...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...