Corporate Brand Extension: A Review of Literature (original) (raw)
2021, IOSR Journal of Business and Management
The purpose of this paper is to review the literature of corporate brand extensions-the story so far. There are various aspects covered in this paper which would help the researcher in the field of corporate brand management and extension to get an overall understanding in this area. Aspects such as Corporate brand extension evaluation, positive and negative effects of extension and the study conducted so far. As we know, brand extensions allow consumers to draw conclusions and form expectations about the potential performance of a new product (i.e. the brand extension) based on their existing knowledge about the brand. This research paper would also benefit the organisations who adopt Corporate branding strategies, specially when it comes to corporate brand extension. This would in turn benefit the organisations in taking Corporate strategic decisions specially with respect to products to be launched in an unknown category.
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