Product differentiation and Firm's Success

Introduction

Brand extension is the reintroduction of a brand that was previously marketed, but has been updated. To coin a phrase, "What's old is what's new." We are a culture built on history, and history has a tendency of repeating itself. There are a lot of new products being reintroduced to the market. Today's consumer environment thrives on brand identities, Product differentiation, and competitive imitations. The success of retro branding be it with music, movies, fashion, automobiles, furniture, etc., has sparked tremendous interest with marketing practitioners and analysts. It is believed that, classic brands not only embodies the ...