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Konsten att utvidga ett varumärke: Vikten av identitet och "fit"
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2001 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [sv]

När företag väljer att utvidga sitt produktutbud, för att nå nya kundsegment eller helt enkelt följa med i utvecklingen, väljer de ofta att dra nytta av sitt inarbetade varumärke. Vid en varumärkesutvidgning sker utvidgningen till en helt ny produktkategori, mer eller mindre relaterad till den ursprungliga.

Place, publisher, year, edition, pages
2001.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-2870OAI: oai:DiVA.org:su-2870DiVA: diva2:191987
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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