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Nike, a great name in - cameras?: How best to handle brand extensions

Nike, a great name in - cameras?: How best to handle brand extensions Brands have come a long way since cattle owners (and, shamefully, even slave owners) burned a mark on the skins of their stock to say “this is mine, keep off!”. These days the mark, logo, sign, or slogan – or any combination – which identifies a product is more likely designed to give the message “this is for you, buy it!”. And whereas once brands for products or services were meant merely as some sort of useful bookmark in the memory of potential customers, they have assumed a far greater importance and influence. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Strategic Direction Emerald Publishing

Nike, a great name in - cameras?: How best to handle brand extensions

Strategic Direction , Volume 20 (8): 3 – Aug 1, 2004
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References (1)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0258-0543
DOI
10.1108/02580540410545647
Publisher site
See Article on Publisher Site

Abstract

Brands have come a long way since cattle owners (and, shamefully, even slave owners) burned a mark on the skins of their stock to say “this is mine, keep off!”. These days the mark, logo, sign, or slogan – or any combination – which identifies a product is more likely designed to give the message “this is for you, buy it!”. And whereas once brands for products or services were meant merely as some sort of useful bookmark in the memory of potential customers, they have assumed a far greater importance and influence.

Journal

Strategic Direction – Emerald Publishing

Published: Aug 1, 2004

Keywords: Brand image; Brand extensions; Perception; Consumer behavior; Marketing strategy

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