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The first one is “line extension”, which means to launch a new product which is under the same product category as the parent brand. It usually involves more flavours or different sizes. For example, Coca-cola and Coca-cherry-cola. The other type is “category extensions” which means to launch a product in a totally different market to the parent brand, such as Yamaha which extends its product from musical instruments to bikes. Brand extension has become more and more popular these days, and has used by many organisations. According to Aaker (1991) , there are almost 9 out of 10 of new product introductions are actually brand extension...
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