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Brand Extension: A study of benefits, problems and success factors of a brand extension
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2005 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis deals with the brand extension phenomenon. The thesis aims at giving an enhanced understanding of the benefits, problems and success factors of a brand extension. The study has been confined to the fast moving consumer goods market. A great deal of researches have been done in the brand extension area and the thesis have referred to and used several of these researches the authors have found appropriate for the nature of the study. Many of the researches have been found on the net by using the internet search engine.

Place, publisher, year, edition, pages
2005.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-5627OAI: oai:DiVA.org:su-5627DiVA: diva2:195500
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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