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Brand Growth Strategy

Part 1. Marketing Strategy

  1. Victoria L. Crittenden

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01003

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Crittenden, V. L. 2010. Brand Growth Strategy. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Boston College, Chestnut Hill, MA, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Brands have long been considered one of the most important intangible assets owned by companies. Driven by competitor innovations, changes in customer wants and needs, and brand atrophy, corporations should plan strategically for brand growth. Companies must understand the various brand growth strategies so as to create brand value/equity and customer equity. While there are no hard and fast rules as to when one brand growth strategy takes precedence over another, the five major strategies for brand growth are line extension strategy, brand extension strategy, cobranding strategy, flanker strategy, and new brand strategy.

Keywords:

  • brands;
  • line extensions;
  • brand extensions;
  • cobranding;
  • flanker;
  • new brand