UM ESTUDO ACERCA DAS ESTRATÉGIAS DE EXTENSÕES DE MARCA E DE LINHA DE PRODUTOS

ABSTRACT

This paper has as its chief aim to present the differences, possibilities, benefits and risks associated to brand and product line extension strategies. The study, carried out through bibliography research and authors experiences, led to this conclusions: the brand extension refers to the use of a brand already worked by a company in a non-worked category; and, line extension refers to the introduce of a new product in the product portfolio of a company, whose has a high level of similarities with one or more worked products by a company, and may have or not a brand also worked.

KEYWORDS
Brand extension; product line extension; extensions policies; brand policy