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ABSTRACT
Brand extensions constitute an estimated 95% of the 16,000 launched in the United States every year. In the research described here, the authors introduce a categorization-based procedure to help marketers identify key elements of a brand's meaning for purposes of extension. The procedure identifies attributes that are ‘most definitive’ of the brand - and also what the brand ‘cannot’ be. First they discuss the concept of ‘fit’, then describe the procedure and illustrate its use.
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