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Gies Online Mock Class: How to Extend your Brand to Enhance its Value

Tuesday, May 25, 2021 at 11:00 AM until 12:00 PMCentral Daylight Time

When trying to enhance brand equity, one growth strategy companies pursue is via a brand extension. This involves assigning the brand name to a product in a different category.

While this can be a very successful strategy, if done appropriately, it can be risky as well. In this lecture, Professor Hayden Noel will present a framework that would help you evaluate the chances of success for a proposed extension. You will get the opportunity to develop an extension with other attendees.

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