Evaluating the Brand Extension Decision Using a Model of Reputation Building

Abstract

Can a brand′s reputation be transferred successfully to other products? What is the importance of a firm′s reputation to the success or failure of its brands? What is the effect on the firm′s brands when a firm′s reputation, through either acquisition or restructuring, decays. How important is it for a firm to maintain or enhance its reputation? Describe a model of reputation creation and destruction and shows how the brand extension decision can be addressed using the model.

Citation

Milewicz, J. and Herbig, P. (1994), "Evaluating the Brand Extension Decision Using a Model of Reputation Building", Journal of Product & Brand Management, Vol. 3 No. 1, pp. 39-47. https://doi.org/10.1108/10610429410053077