Daniel Edelman : MarketingProfs Author

About the Contributor

Daniel Edelman

Vincent-Wayne Mitchell and Daniel J. Edelman Vince Mitchell is a professor at the UK’s University of Manchester Institute of Science and Technology (UMIST). His main research interests are in consumer behavior. Daniel Edelman came to UMIST to study for a BSc in Management Science specializing in the areas of retail marketing and strategic marketing planning. He is continuing in his study for a PhD.

Contributed by Daniel Edelman

How To Successfully Extend Your Brand
CONTENT TYPE: Article | ELEMENT: | TOPIC:

nderstanding the way consumers evaluate whether or not a brand extension "fits" with a core brand is central to the ...