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The early works of Aaker and Keller (1990) find no significant evidence that brand name can be diluted by unsuccessful brand extensions. [25] Conversely, Loken and Roedder-John (1993) indicate that dilution effect do occur when the extension across inconsistency of product category and brand beliefs.
Cannibalization is an important issue in marketing strategy when an organization aims to carry out brand extension.Normally, when a brand extension is carried out from one sub-category (e.g. Marlboro) to another sub-category (e.g. Marlboro Light), there is an eventuality of a part of the former's sales being taken away by the latter.
Name Owner Closure date Notes Foxnet: News Corporation: September 12, 2006 [1]: Launched on June 6, 1991. Branch of Fox for smaller markets without an affiliate.: The WB 100+ Warner Bros. Entertainment/Tribune Broadcasting
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On Thursday, Victoria's Secret parent company L Brands Inc. (NYSE:LB) announced that it is working with private equity firm Sycamore Partners to spin off the once-legendary lingerie brand as a ...
A new report from Fashion Revolution, a non-profit “fashion activism movement,” claims that an overwhelming majority of major fashion brands are refusing to publicly disclose key information ...
Virgin is one of the world's most recognized brands, which has used various types of brand extensions, including umbrella branding. Virgin has 33 branches that operate under the Virgin name; however, the practice of umbrella branding is observed in their industry-specific brands (e.g. Virgin Drinks , which was a subsidiary of Virgin Group that ...
A A Automobile Company (1910–1913) 'Blue & Gold, Red John, model Abbott-Detroit (1909–1918) Moved to Cleveland and renamed to 'Abbott' in 1917. Abeln-Zehr (1911–1912) Renamed to 'Zehr' after departure of S. Abeln in 1912. AC Propulsion (1997–2003) tzero model Apex Motor Car Company (1920–1922) Ace model Acme Motor Car Company (1903–1911) Adams Company (1905–1912) 'Adams-Farwell ...