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In practical cases, the failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. [7] [8] In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. [9]
The marketing jargon for adding a product that is better quality than other products in the line is trading up or brand leveraging or up-market stretch. A line extension of lower quality is called trading down or down-market stretch. Trading down may reduce your brand equity by gaining short-term sales at the expense of long term sales. The ...
The company can extend its product line down-market stretch, up-market stretch, or both ways. Product line extensions are a process where companies with an established brand alter the factors of a product or products to satisfy a refined segment in the market. [1] There are two types of product line extensions, horizontal and vertical.
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After initially announcing the complete closure of its 94 stores, a private equity firm bought and saved the company. Party City The four-decade-old retailer filed for bankruptcy in December ...
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Ellen DeGeneres is setting the record straight about the status of her new U.K. home amid severe storms that devastated parts of the U.K.. After reports circulated over the weekend that the former ...
Recovery plan may refer to: Disaster recovery plan , a plan to execute an organization's disaster recovery processes, in particular business IT infrastructure, in the event of a disaster Endangered species recovery plan , protocols for protecting and enhancing rare and endangered species populations