Managing brand extension

Abstract

Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity. Puts forward a number of rules for the appropriate use of brand extension.

Citation

Sharp, B.M. (1993), "Managing brand extension", Journal of Consumer Marketing, Vol. 10 No. 3, pp. 11-17. https://doi.org/10.1108/07363769310041938