The No. 1 Reason Why Brand Extensions Fail

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Is your company interested in extending its brand?

I bet many of you will answer “yes.” Marketers everywhere are under increasing pressure to boost short-term results and show return on investment. Stretching your existing brand may look like a cheaper, quicker and less risky way to do this than investing in a new one.

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The No. 1 Reason Why Brand Extensions Fail

  1. 1. © 2007-2014 IMD 1
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  8. 8. www.imd.org © 2007-2014 IMD – International Institute for Management Development. Not to be used or reproduced without permission. 8

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