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Brand extension is a strategic practice that is growing strongly. What are the factors that justify the use of brand extension? What is the typical
- Brand extension is a strategic practice that is growing strongly. What are the factors that justify the use of brand extension?
- What is the typical role and the level of creative control of the authenticity of a brand extension?
- Exploitation and Exploration are an integral part of extending a brand. What criteria should be considered for full integration? and what are the impacts of these strategies on the image of the brand?
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