Better Brand Extension Product Screening
- Topics:
- Brand Management
- Source:
- Goldmarks Company
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Overview: "The article focuses on the concept of product screening that save time and money. Brand extension has become a major focus of many firms in the corporate trademark licensing business. It is reported that corporate trademark or brand related licensed products exceed $18 billion in annual retail sales in the U.S. and Canada. Concept screening is a formal or structured methodology for identifying and evaluating new product ideas or product concepts. The first step in evaluating and identifying viable product concepts is to conduct a “category due diligence”. The due diligence process gathers information on the industry dynamics and competitive environment of the target product category. This information is then evaluated as part of the concept screen model. To know the how the concept is becoming popular, read the article. "
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Format: PDF | Size: 93KB | Date: Jan 2002 | Pages: 3
