Extending a brand beyond its original product category is a major strategy for long-term profitability. A brand owner … can internalize the development of the extension product, or license the brand to an external partner in order to exploit … the licensee’s better capabilities and higher efficiency on the targeted market. Brand extension is characterized by the …

taste information in the presence of competition between the retailer's store brand and a manufacturer's national brand. In … popularity of different product features, the vertical differentiation between the two brands, and the cost of store brand … introduction. This interaction is most striking when the store brand introduction is not very costly. In this case, if one of the …