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	<title><![CDATA[brand extension Resources | BNET]]></title>
	<link><![CDATA[http://resources.bnet.com/topic/brand+extension.html]]></link>
	<description><![CDATA[White papers, case studies, business articles, and blog posts relating to brand extension]]></description>
	<s:counts start="0" returned="10" found="10" />
	<language>en-us</language>
	<item>
		<title><![CDATA[Are You a Happy Little Cream Cheese Vegemite? | BTalk Australia]]></title>
		<link><![CDATA[http://blogs.bnetau.com.au/aussierules/2009/07/09/are-you-a-happy-little-cream-cheese-vegemite-btalk-australia/]]></link>
		<description><![CDATA[(Episode 283; 8 minutes 24) Kraft Foods has created a new variety of Vegemite. The original Vegemite was invented in 1922 and there's been no change in the recipe or packaging since, although Stephen Downes from RMIT University in Melbourne says this is not the first brand extension for the...]]></description>
		<s:doctype><![CDATA[Blog posts]]></s:doctype>
		<pubDate>Thu, 09 Jul 2009 14:30:36 -0700</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
		<category domain="http://resources.bnet.com/topic/phil+dobbie.html"><![CDATA[Phil Dobbie]]></category>
	</item>
	<item>
		<title><![CDATA[Consumer Evaluations of Brand Extensions: Can B2B Brands Be Extended Into the Consumer Market?]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=138213]]></link>
		<description><![CDATA[Can B2B brands be extended into the consumer market? This paper, in detail, takes a comprehensive look at brand extensions in the business-to-business sector and their ability to move into B2C business to consumer. It includes everything from what is a brand extension to determining a conceptual framework to manage...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Wed, 01 Sep 2004 00:00:00 -0700</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/b2b.html"><![CDATA[B2B]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/b2c.html"><![CDATA[B2C]]></category>
		<category domain="http://resources.bnet.com/topic/e-business%252fe-commerce.html"><![CDATA[E-business/E-Commerce]]></category>
		<category domain="http://resources.bnet.com/topic/internet.html"><![CDATA[Internet]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[Modelling The Impact Of Services Brand Extensions On Corporate Image]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=131660]]></link>
		<description><![CDATA[Brand extension is a widely-used strategy which has been the subject of much research. However, there is a paucity of research analyzing the retrospective effects that extensions have on the image of the parent brand, especially in a service context. This paper attempts to validate a model to explain service...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Sun, 01 Feb 2004 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/image.html"><![CDATA[Image]]></category>
		<category domain="http://resources.bnet.com/topic/university+of+birmingham.html"><![CDATA[University Of Birmingham]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[Consumer Perceptions of Brand Extensions: An Investigatin of the Generalizability of Key Brand Extension Research Results]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=162256]]></link>
		<description><![CDATA[This research investigates the significance and relative importance of factors affecting consumer evaluations of brand extensions. Based on a systematic literature review of leading marketing journals we identified 22 hypotheses concerning 14 main effects and 8 interaction effects of such factors which are tested empirically using a large scale consumer...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Tue, 16 Sep 2003 00:00:00 -0700</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/university+of+hamburg.html"><![CDATA[University Of Hamburg]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[How To Successfully Extend Your Brand]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=57177]]></link>
		<description><![CDATA[This article helps in understanding the way in which consumers evaluate whether or not a brand extension fits or is consistent with the core brand is central to the success of the brand extension. But the method by which consumers form brand extension fit judgements is often poorly understood. To...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Tue, 08 Jul 2003 00:00:00 -0700</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/marketingprofs.html"><![CDATA[MarketingProfs]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[brands - brand extension and stretching]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=51774]]></link>
		<description><![CDATA[The article is about Brand extension and brand stretching.  Marketers have long recognised that strong brand names that deliver higher sales and profits (i.e. those that have brand equity) have the potential to work their magic on other products.  The two options for doing this are usually called...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Wed, 01 Jan 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[Brand Extensions: Marketing In Inner Space]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=99794]]></link>
		<description><![CDATA[From the executive summary: ‘Stretching brands intelligently onto relevant products that reaffirm core brand values allows consumers to embrace the brand as part of their everyday lives. Marketing in the inner space, gives brand a more intimate, personal relationship with the consumer than their competitors enjoy. Successful brand extension requires...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Wed, 01 Jan 2003 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[Better Brand Extension Product Screening]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=57792]]></link>
		<description><![CDATA["The article focuses on the concept of product screening that save time and money.  Brand extension has become a major focus of many firms in the corporate trademark licensing business. It is reported that corporate trademark or brand related licensed products exceed $18 billion in annual retail sales in...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Tue, 01 Jan 2002 00:00:00 -0800</pubDate>
		<category domain="http://resources.bnet.com/topic/concept.html"><![CDATA[Concept]]></category>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/diligence.html"><![CDATA[Diligence]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[Factors Influencing Successful Brand Extensions]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=58172]]></link>
		<description><![CDATA[Organizations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk, and consumer innovativeness on the success of brand extensions in FMCG, durable goods, and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<pubDate>Sat, 01 Sep 2001 00:00:00 -0700</pubDate>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/durable+goods.html"><![CDATA[Durable Goods]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
	</item>
	<item>
		<title><![CDATA[The Growth in Corporate Brand Licensing]]></title>
		<link><![CDATA[http://jobfunctions.bnet.com/abstract.aspx?docid=139415]]></link>
		<description><![CDATA[New products define a brand's direction and vitality. Brand extension communicates vision, values, direction and vitality, deepening the brand's total meaning. Fashion brands have always understood this. Successful brands don't stand still; they develop according to their vision, values and competencies, extending into new products in an ordered sequential way...]]></description>
		<s:doctype><![CDATA[White papers]]></s:doctype>
		<category domain="http://resources.bnet.com/topic/brand.html"><![CDATA[Brand]]></category>
		<category domain="http://resources.bnet.com/topic/brand+extension.html"><![CDATA[Brand Extension]]></category>
		<category domain="http://resources.bnet.com/topic/branding.html"><![CDATA[Branding]]></category>
		<category domain="http://resources.bnet.com/topic/marketing.html"><![CDATA[Marketing]]></category>
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