Essays about: "Katja Hein"

Found 1 essay containing the words Katja Hein.

  1. 1. The Influence of Brand Equity and Brand Identity on Brand Extension Strategies

    University essay from Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)

    Author : Katja Hein; Deike Bode; [2015]
    Keywords : brand extension; brand extension strategies; parent brand; brand management; brand equity; brand identity; brand concepts; FMCG; line extension; vertical line extension; category extension;

    Abstract : The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. READ MORE