International strategies for brand extensions: the road from Russia to the UK - Dissertation Example

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International strategies for brand extensions: the road from Russia to the UK

The research came under performance in the form of qualitative and quantitative methods by using the questionnaire and interview with a number of respondents. A deep and comprehensive analysis has come under execution with reference to the secondary data (in the literature review section) and the primary data collected from the survey study. The findings have exhibited a number of themes that can put in summary with the statement that brand extensions in similar categories similar to the parent brand have more acceptances. Likewise, the brand reputation plays a leading and dominant role in the success of the extension. Innovation is another factor that has come to surface that reveals its importance for the recognition of the extended brand of the parent brand. ...Show more

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Running Head: International Strategies for Brand Extensions International Strategies for Brand Extensions Executive Summary As the world has become a globalized stage, organizations have constantly strived for establishing their image as a global brand…
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