A strong corporate brand acts as a focal point for the attention, interest and activity stakeholders bring to a corporation. Like a beacon in the fog, a corporate brand attracts and orients relevant audiences, stakeholders and constituencies around the recognizable values and symbols that differentiate the organisation. This paper applies the model of Aaker & Keller (1990) of attitude towards the brand extension to corporate brands and taking Samsung as a case, studies whether Samsung can stretch itself to unrelated product categories.
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Author: Prof. Dr. Mangesh Prasad Kasbekar