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Book Reports
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A new product gets to share the name of an older, established brand. Early theorizing suggested that brand extensions would sap market clout from the established product, but these fears proved groundless. Today brand extensions occur not only within the company, but companies are licensing their brandnames to all kinds of products in the hope of increasing brand awareness...
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Today brand extensions occur not only within the company, but companies are licensing their brandnames to all kinds of products in the hope of increasing brand awareness. Department stores have whole sections devoted to Coca-Cola clothing. There are Strawberry Shortcake breakfast cereal, clothing, books, and tricycles...
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