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L6: Brand extention (Existing and new market distinction (Manipulate…
L6: Brand extention
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Brand extensions
Opportunities: synergy effects, positive feedback, complementary effects, brand rejuvenation,
Toothpaste, body soap, baking essentials, pre-baked goods
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Brand leverage
Leveraging its name, when brand uses it on new product/services
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Feedback effect
Strengthening customer's understanding of brand's identity, broadening and adding new associations