Brand Extension untuk Produk Baru

Wijayanti Wijayanti

Abstract


Abstrak

Brand merupakan masalah utama dalam strategi produk. Perusahaan harus memilih strategi brand yang tepat bagi perusahaan. Ada dua strategi yaitu line extension dan brand extension. Dalam artikel ini hanya akan dibahas tentang brand extension. Selain itu, ada dua pandangan yang berla-wanan dari para peneliti tentang efek brand extension. Pertama, ada efek positif dari brand exten-sion. Kedua, efek negatif dari brand extension. Tujuan artikel ini adalah melihat konsep brand ex-tension yang didapat dari literature penelitian-penelitian yang sudah ada.

Kata Kunci:  Brand, Brand Extension, Strategi Produk


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