Risk! How to win in the game of brand extension

Helen Wing, global innovation director at Research International, finds that despite client willingness to launch brand extensions, they are more likely to fail than new products (which are also highly risky).

Risk! How to Win in the Game of Brand Extension

Helen Wing

The big buzzword of marketing in the 1990s was branding. Understanding a brand's core values, strengths, weaknesses or image became top priority for brand managers and their competitors. But once...