Over the last decades, an increasing number of international companies have
strived to capitalize on the value of their most real and marketable assets:
their brands. Urged to withstand the pressure of intensifying global competition,
various managers have thus chosen to pursue growth strategies based
on the exploitation of equity inherent in their existing brands.
Brand extensions defined as the use of established brand names to penetrate
new product categories have become the preferred strategic alternative for
such business expansion.
While there is a large number of successful brand...