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Lina Seil's Brand Extension. How Sub-Branding can be used to stretch a PDF

By Lina Seil

Seminar paper from the 12 months 2016 within the topic company economics - advertising, company communique, CRM, industry examine, Social Media, grade: 2,0, collage of technologies Hannover, language: English, summary: the aim of this educational paper is to spot how Sub-Branding can be utilized to stretch a model successfully. Thereby, the essence of the logo Extension could be clarified and particularly Sub-Branding can be labeled and represented. moreover, an summary of the Adidas staff is given. additionally, it's heavily tested, how Sub-Branding works in perform at the foundation of the logo Adidas.

First of all of the concentration of this educational paper lies at the conceptual basics. This bankruptcy will outline and speak about the phrases model, model administration and model coverage. Secondly, model Extension can be analysed intimately. the following, the kinds of name Extension – that are type Extension and Line Extension – and its possibilities and hazards could be displayed. Then the emblem Extension approach Sub-Branding – and specifically, its goals, standards, in addition to possibilities and dangers – could be defined in detail.

Following this, a case examine of the German sports clothing shop Adidas is gifted to demonstrate how model Extension and particularly Sub-Branding paintings in perform. Thereby, this bankruptcy is aimed toward spotting how Sub-Branding can be utilized to increase a model successfully. before everything, the corporate Adidas and its model Portfolio might be intro-duced. Afterwards, a more in-depth glance is taken at how Sub-Branding works in perform in keeping with the instance of Adidas utilizing numerous sub-brands. Following that, a severe overview of the company’s model extension approach finalizes the bankruptcy. eventually, the information won from this educational paper should be summarized in a con-clusion.

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Brand Extension. How Sub-Branding can be used to stretch a Brand effectively: An analysis of the German Sportswear Retailer Adidas by Lina Seil


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