Extensión de la marca

By Mira, Marta / de Toro, Juan Manuel / Pérez Castro, Carlos

Marketing

Tener marcas de alto valor posibilita una serie de decisiones estratégicas que serían implanteables si no se contase con dicho activo. Por ejemplo, lanzar nuevos productos bajo la misma marca, o ir a nuevos segmentos del mercado, o lanzar nuevas versiones a precios distintos, etc. Es decir, las llamadas extensiones de marca que buscan hacer crecer el negocio generando ventas y beneficios adicionales.

Collection: IESE (España)

Ref: MN-366

Format: PDF

Number of pages: 9

Publication Date: Sep 20, 2007

Language: Spanish

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Extensión de la marca

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Extensión de la marca

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Extensión de la marca

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