Extending a brand beyond the borders of your product category has a lot of opportunities. Here's a study that brings out some substantial threats of such an extension - cross-category competition for one.
Monday, May 16, 2011
The Perils of Lifestyle Branding
Extending a brand beyond the borders of your product category has a lot of opportunities. Here's a study that brings out some substantial threats of such an extension - cross-category competition for one.
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