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Topic: Student Questions

Brand Extension Stratigies In The Luxury Car Marke

Posted by Anonymous on 2/2/2005 at 3:01 PM ET 250 Points
To what extent are luxury car manufacturers, such as BMW and Mercedes using brand extension strategies to move into new lower market segments?

What affect does this ultimately have on the succesull brand image that has been established over the years and comparitavely how do brand extension strategies affect the customer perceptions?
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  • Posted on 2/26/2005 at 5:00 AM Member
    one thing comes to my mind about brand 'stretching':
    1 every 2 extensions fail.
    To beat the odds you need to understand brand equity, brand values and loyalty beyond reason.
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