BRAND EXTENSION METHODS - IN-HOUSE OR LICENSING

摘要

Once you have made the strategic decision to extend your brand into a new F&B category the important decision of how to implement the strategy needs to be agreed. As has been illustrated, there are a wide range of rationales for brand extension, but there are only a couple of core delivery mechanisms:rn1. Firstly, the brand owner can manage the process through its own business, centrally controlling the manufacturing or sourcing of the product, along with all sales and marketing activities.