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Dual and Extension Branding: Using Research to Guide Design Decisions and Brandi

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AUTHOR(S):

Kevin Waters, Research Director, Cheskin+Masten/ImageNet

 

Leveraging the power of existing brands is an increasingly common approach to penetrating new markets. But before managers make the final commitment to multi-million dollar decisions, Kevin Waters recommends detailed consumer research. The techniques he d

 

PUBLISHED: 1997

 

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