Brand Marketing
How to Kill a Brand? A Concept That Subverts Classic Marketing Theory...
This article discusses the concept of Line Extension (LE) in marketing, using examples like Porsche and J.K. Rowling to illustrate how extending a brand can generate profits but also damage the core brand. The author argues that from a business perspective, it is acceptable to 'kill' a brand by leveraging its equity to maximize profits before the company's demise.
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