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Research papers

Andrex comes out of the closet

This paper deals with brand extensions. It looks at one of the largest brands in the UK and how it has been extended in four separate ways. It looks at the rationale for each extension and the problems that each one faced. Using the research...

Catalogue: Seminar 1994: Building Successful Brands
Authors: Adrienne Yentis, Julian R. Bond
June 15, 1994
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Citation

Yentis and Bond (1994a, June 15). Andrex comes out of the closet. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/andrex-comes-out-of-the-closet