A STUDY ABOUT PRODUCT BRAND AND LINE EXTENSION STRATEGY

Authors

  • Braulio Alexandre Contento de Oliveira Faculdade Integradas de São Paulo e Universidade Anhembi-Morumbi
  • Fauze Najib Mattar Universidade de São Paulo

Abstract

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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Author Biographies

Braulio Alexandre Contento de Oliveira, Faculdade Integradas de São Paulo e Universidade Anhembi-Morumbi

Aluno especial do Programa de Doutorado em Administração da FEA/USP, em 2000; Bacharel e Mestre em Administração pela Universidade Mackenzie; Professor da FISP e da Universidade Anhembi-Morumbi; Consultor da FIA-FEA/USP.

Fauze Najib Mattar, Universidade de São Paulo

Bacharel, Mestre, Doutor e Livre Docente em Administração pela FEA/USP; professor da FEA/USP. Coordenador de projetos da Fundação Instituto de Administração. Professor visitante da University of Massachussets, – College of Management, – Marketing Department.

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Published

2008-06-25

Issue

Vol. 2 No. 1 (2001)

Section

Presentation

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