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1 © 2007-2014 IMD

The No. 1 Reason Why Brand Extensions Fail

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Is your company interested in extending its brand? I bet many of you will answer “yes.” Marketers everywhere are under increasing pressure to boost short-term results and show return on investment. Stretching your existing brand may look like a cheaper, quicker and less risky way to do this than investing in a new one.

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1© 2007-2014 IMD

2© 2007-2014 IMD

3© 2007-2014 IMD

4© 2007-2014 IMD

5© 2007-2014 IMD

6© 2007-2014 IMD

7© 2007-2014 IMD

The No. 1 Reason Why

Brand Extensions Fail

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8© 2007-2014 IMD© 2007-2014 IMD – International Institute for Management Development. Not to be used or reproduced without permission.

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