A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY

Detalhes bibliográficos
Autor(a) principal: de Oliveira, Braulio Alexandre Contento
Data de Publicação: 2008
Outros Autores: Mattar, Fauze Najib
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11
Resumo: This paper has as its chief aim to present the differences, possibilities, benefits and risks associated to brand and product line extension strategies. The study, carried out through bibliography research and authors experiences, led to this conclusions: the brand extension refers to the use of a brand already worked by a company in a non-worked category; and, line extension refers to the introduce of a new product in the product portfolio of a company, whose has a high level of similarities with one or more worked products by a company, and may have or not a brand also worked.KEYWORDS: Brand extension; product line extension; extensions policies; brand policy 
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spelling A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGYUm estudo acerca das estratégias de extensões de marca e de linha de produtosThis paper has as its chief aim to present the differences, possibilities, benefits and risks associated to brand and product line extension strategies. The study, carried out through bibliography research and authors experiences, led to this conclusions: the brand extension refers to the use of a brand already worked by a company in a non-worked category; and, line extension refers to the introduce of a new product in the product portfolio of a company, whose has a high level of similarities with one or more worked products by a company, and may have or not a brand also worked.KEYWORDS: Brand extension; product line extension; extensions policies; brand policy Este trabalho tem como principal objetivo apresentar as diferenças, as possibilidades, os benefícios e os riscos associados às estratégias de extensão de marca e de linha de produtos. Por meio de pesquisa bibliográfica e das experiências dos autores, chegou-se às seguintes conclusões: extensão de marca diz respeito à utilização de uma marca já trabalhada por uma empresa em um novo produto, de uma categoria ainda não trabalhada por ela; e, extensão de linha diz respeito à inclusão de um novo item de produto ao composto de produtos de uma empresa, o qual guarda um alto grau de similaridade com um ou mais produtos dela e pode levar, ou não, uma marca já utilizada.PALAVRAS-CHAVE Extensão de Marca; Extensão de Linha de Produto; Políticas de Extensão; Política de Marca.Editora Mackenzie2008-06-25info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/11Revista de Administração Mackenzie; Vol. 2 No. 1 (2001)Revista de Administração Mackenzie; Vol. 2 Núm. 1 (2001)Revista de Administração Mackenzie (Mackenzie Management Review); v. 2 n. 1 (2001)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/11/11https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11/2107https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11/2108Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessde Oliveira, Braulio Alexandre ContentoMattar, Fauze Najib2011-01-14T16:39:31Zoai:ojs.editorarevistas.mackenzie.br:article/11Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2011-01-14T16:39:31RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
Um estudo acerca das estratégias de extensões de marca e de linha de produtos
title A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
spellingShingle A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
de Oliveira, Braulio Alexandre Contento
title_short A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
title_full A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
title_fullStr A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
title_full_unstemmed A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
title_sort A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY
author de Oliveira, Braulio Alexandre Contento
author_facet de Oliveira, Braulio Alexandre Contento
Mattar, Fauze Najib
author_role author
author2 Mattar, Fauze Najib
author2_role author
dc.contributor.author.fl_str_mv de Oliveira, Braulio Alexandre Contento
Mattar, Fauze Najib
description This paper has as its chief aim to present the differences, possibilities, benefits and risks associated to brand and product line extension strategies. The study, carried out through bibliography research and authors experiences, led to this conclusions: the brand extension refers to the use of a brand already worked by a company in a non-worked category; and, line extension refers to the introduce of a new product in the product portfolio of a company, whose has a high level of similarities with one or more worked products by a company, and may have or not a brand also worked.KEYWORDS: Brand extension; product line extension; extensions policies; brand policy 
publishDate 2008
dc.date.none.fl_str_mv 2008-06-25
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11/11
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11/2107
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/11/2108
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 2 No. 1 (2001)
Revista de Administração Mackenzie; Vol. 2 Núm. 1 (2001)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 2 n. 1 (2001)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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