How consumers evaluate brand extensions

How consumers evaluate brand extensions

A brand's identity is comprised of more than just its name or logo - it includes all the associations that consumers attach to the brand - studies demonstrate that consumer knowledge of a brand's identity will influence how they evaluate extensions of that brand into different product cate...

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Bibliographic Details
Published in:Managing intellectual property Vol. 2005; no. Brand Management Focus; pp. 23 - 25
Main Authors: Eugene Ford, Andrew LOCKHART
Format: Magazine Article
Language:English
Published: 01-01-2005
Subjects:
CONSUMERS
MARKETING
PACKAGING AND LABELLING LAWS
TRADE MARKS
AUSTRALIA
Online Access:Get full text
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Summary:A brand's identity is comprised of more than just its name or logo - it includes all the associations that consumers attach to the brand - studies demonstrate that consumer knowledge of a brand's identity will influence how they evaluate extensions of that brand into different product categories.
Bibliography:2008-01-21T19:31:10+11:00
MANAGING INTELLECTUAL PROPERTY, Vol. 2005, No. Brand Management Focus, 2005 2005 (Brand Management Focus: 23-25
ISSN:0960-5002