The Marketing Value of Brand Extension

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 July 1991

Abstract

Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results. Review and analysis of current marketing research concludes that popular claims for general benefits of the practice are contradicted both by marketplace evidence and logical argument. Directions of future research to determine whether any specific conditions exist where brand extension might be an appropriate brand management tactic are outlined.

Keywords

Citation

Sharp, B.M. (1991), "The Marketing Value of Brand Extension", Marketing Intelligence & Planning, Vol. 9 No. 7, pp. 9-13. https://doi.org/10.1108/EUM0000000001110

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited

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