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Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension.
In marketing, corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services.The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.
[4] [8] [5] In the 1980s, the company began domestic production of papyrus products. [8] Dominique Schurman became the company's vice president within a few years. [9] When her father, Marcel, retired in 1991, Dominique took over as CEO. [1] [8] Her primary goal was to promote the Papyrus brand and continue to create in-house greeting cards. By ...
Brand extension is the system of employing a current brand name to enter a different product class. Having a strong brand equity allows for brand extension; for example, many fashion and designer companies extended brands into fragrances, shoes and accessories, home textile, home decor, luggage, (sun-) glasses, furniture, hotels, etc ...
The company operates in many countries around the world with the majority of its stores located in the United States and Canada. [1] In 2012, 23 years after first posing for the brand, supermodel Claudia Schiffer posed again for Guess's 30th anniversary. [8] In August 2015, Victor Herrero replaced Paul Marciano as CEO in August 2015. [9]
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