Nilai Strategis Perluasan Merek Bagi Perusahaan  

Oleh:

Pudjiastuti, Nur

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Widya: Majalah Ilmiah vol. 21 no. 231 (Dec. 2004), page 44-50.
Topik: Nilai Strategis Perluasan Merek

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM47.22 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Along with the era of development, product brand no longer becomes the main element of a product. Nowadays brand has been severed from the product. It simply becomes the umbrella that protects the product. Therefore, brand should be considered an asset to be well managed. The way a company increases its asset is through brand extension i.e. using a well known brand for a new product. Although the strategy of brand extension has a number of advantages, it is not without risk. When it is not carefully carried out, brand extension can exert a negative effect not only on the product but also on available brand equity.

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