Brandization - Through Brand Extensions
Wersja papierowa
Autor:
Rafique Hanan
ISBN: 978-36-591-7395-0Format: 15.2x22.9cm
Liczba stron: 92
Wydanie: 2012 r.
Język: angielski
Dostępność: dostępny
348,30 zł
Brand extension has been a major concern for many firms. It not only saves costs but can deliver a potential profit. There have been many studies on brand extensions. This book is about brandization which includes an outlook from consumer's point of view in a Pakistani perspective. The book further attempts to explain consumers mind when they accept a brand. We take into account perceived similarity, brand credibility and last but not the least innovation as key differentials for Brand extension.