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 …

-beurteilung des Transferproduktes und des Markenimages. Stephan Günther stellt den aktuellen Forschungsstand zum Markentransfer …