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Research papers

Brand stretching

The subject of brand extensions is looked at and, in particular, the idea of 'brand stretching', in order to answer the question, "How far can a mother brand stretch, by extending itself within and across brand categories and sub-categories?" The...

Catalogue: ESOMAR Congress 1996: Changing Business Dynamics
Authors: Yaman Akalin, Peter Sampson
Company: Burke, Inc.
September 1, 1996
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Citation

Akalin and Sampson (1996a, September 01). Brand stretching . ANA - ESOMAR. Retrieved May 01, 2024, from


https://ana.esomar.org/documents/brand-stretching-