Ries, Al; Ries, Laura - In: Symphonya. Emerging Issues in Management (2001) 1 Brand Equity
The power of a brand is inversely proportional to its scope. When you put your brand name on several products, indeed, the line extension allows an increase in sales in the short term, but it undermines brand name in the mind of the consumer in the long term. A brand should strive to own a word...
