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Skating on Thin Ice

 

Marketed By :  VDM Verlag Dr. Müller   Sold By :  Kamal Books International  
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  • Product Description
 

The brand extension of Reebok into the ice-hockey market has been an interesting one. Especially in Finland, where this study was made, Reebok''s brand was considered everything but masculine like the brand of the game (ice-hockey). This became a interesting base for a study on a brand extension. The study considers the effects of the extension to the original brand and to the newly extended/created brand. There are both benefits and risks to both. The research problem was: how is the brand extension of Reebok into the ice-hockey equipment market perceived by the consumers? The study method consisted first a preliminary interview and second a survey among ice-hockey players in Finland. The results of the study were highly controversial. According the survey the extension should not be very successful, on the other hand Reebok is considered as one of the market leaders. How can such an equation even be possible?

Product Specifications
SKU :COC71034
AuthorPirkka Hyssälä
LanguageEnglish
BindingPaperback
Number of Pages96
Publishing Year2011-05-08T00:00:00.000
ISBN978-3639348491
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandVDM Verlag Dr. Müller
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-07-08 00:00:00
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