Question
A brand portfolio is the set of all brands and brand lines an organisation offers for sale in a particular category or market segment. Discuss
A brand portfolio is the set of all brands and brand lines an organisation offers for sale in a particular category or market segment. Discuss the factors that might influence the decision to usea brand extension as a growth strategy. Consider both the line extension and the category extension.
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Advertising & IMC Principles & Practice
Authors: Sandra Moriarty, Nancy Mitchell, William Wells
9th Edition
9780132998208, 0132163640, 132998203, 978-0132163644
