Some critics vigorously denounce the practice of brand extensions, as they feel that too often companies lose

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Some critics vigorously denounce the practice of brand extensions, as they feel that too often companies lose focus and consumers become confused. Other experts maintain that brand extensions are a critical growth strategy and source of revenue for the firm.
Line extensions can endanger brands versus line extensions are an important brand growth strategy.
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Marketing Management

ISBN: 978-0132161077

14th Canadian Edition

Authors: Philip R Kotler, Kevin Lane Keller, Subramanian Sivaramakrishnan, Peggy H. Cunningham

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