Naslov
Brand extension strategy

Autori
Vranešević, T. ; Mandić, M. ; Pandža, I.

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK, 2007-zbornik u izradi / - , 2007

Skup
CIRCLE, 4th International Conference For Consumer Behavior and Retailing Research, Hosted by: University of Calabria, Department of Scienze Aziendali, Calabria, Italy and Leeds Metropolitan University, Leslie Silver International Faculty, UK

Mjesto i datum
Reggio Calabria, Italija, 12.04.2007

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Brand extension; Strategy; Croatia

Sažetak
This paper shows different possibilites of brand exstension and confirmation. It accents that the basic expetation that acompany tries to accoplish with its brand expansion is driven by the wish for growth of the company and for image expansion. The results show that the basic way of growth is to attract new clients, differentiate options of product usage and introduce premium prices.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA