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Brand Extension. How Sub-Branding can be used to stretch a Brand effectively

An analysis of the German Sportswear Retailer Adidas

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Seminar paper from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Hannover, language: English, abstract: The purpose of this academic paper is to identify how Sub-Branding can be used to stretch a brand effectively. Thereby, the essence of the Brand Extension should be clarified and especially Sub-Branding should be classified and represented. In addition, an overview of the Adidas Group is given. Furthermore, it is closely examined, how Sub-Branding works in practice on the basis of the brand Adidas.First of...