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- W2494236810 abstract "One of the key goals for brand organizations is to make brands grow (Samuelsen and Olsen 2012)—and one of the most attractive ways of achieving brand growth is through brand extensions: extending an existing brand into a new product category (Keller 2012). The epic growth of the Apple brand illustrates that the rewards from even a small number of truly successful brand extensions are significant. The Apple brand also suggests another key issue that may be important for brand growth strategies—while Apple may loom large in the mind of most consumers, it does not seem to require much mental effort to maintain this image." @default.
- W2494236810 created "2016-08-23" @default.
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- W2494236810 date "2016-01-01" @default.
- W2494236810 modified "2023-09-25" @default.
- W2494236810 title "Growing Without Getting Bigger: A Structured Abstract" @default.
- W2494236810 doi "https://doi.org/10.1007/978-3-319-29877-1_127" @default.
- W2494236810 hasPublicationYear "2016" @default.
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