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Nike, a great name in – cameras? How best to handle brand extensions

Strategic Direction

ISSN: 0258-0543

Article publication date: 1 August 2004



Brands have come a long way since cattle owners (and, shamefully, even slave owners) burned a mark on the skins of their stock to say “this is mine, keep off!”. These days the mark, logo, sign, or slogan – or any combination – which identifies a product is more likely designed to give the message “this is for you, buy it!”. And whereas once brands for products or services were meant merely as some sort of useful bookmark in the memory of potential customers, they have assumed a far greater importance and influence.



(2004), "Nike, a great name in – cameras? How best to handle brand extensions", Strategic Direction, Vol. 20 No. 8, pp. 20-22.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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