One issue that sparks great debate is brand extensions. While many classically trained product/brand managers argue that extensions dilute brand equity, I believe many companies are just scratching the surface when it comes to how far they can extend the brand names and tradedress of their corporate and product names. Take the extreme example of Mitsubishi, which means "three diamonds" in Japanese; hence, the red three diamonds trademark. Mitsubishi markets canned mandarin oranges, ...
REGISTER TO VIEW THIS ARTICLE - Register for a Free Account
Why Register for FREE?
Registering for content on Supermarket News will give you INSTANT access to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’s FREE, easy and quick. What are you waiting for! In addition you will also receive a complimentary copy of SN's salary survey sent to you by email.
Attention Paid Print Subscribers: While you have already been granted free access to SN we ask that you register now. We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.