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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