Factors Influencing Successful of Brand Extentions
Factors influencing successful brand extensions
Dr Leif E. Hem Associate Professor Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045, Bergen Norway Tel No. Int. Code + 47 55 95 96 85 Fax No. Int. Code + 47 55 95 98 74 email: leif.hem@snf.no Leslie de Chernatony* Professor of Brand Marketing Birmingham University Business School The University of Birmingham Winterbourne 58 Edgbaston Park Road Edgbaston Birmingham B15 2RT England Tel No. Int. Code + 44 121 414 2299 Fax No. Int. Code + 44 121 414 7791 email : L.Dechernatony@bham.ac.uk Nina M. Iversen Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045, Bergen Norway
September 2001
* Author for correspondence
About the authors: Leif E. Hem is Associate Professor at the Norwegian School of Economics and Business Administration, NHH in Bergen, Norway. He defended his PhD in February 2001. His research interests focus on branding in general and with specifically focus on brand extension. Hem has already published papers focusing on brand extensions and he has presented brand extension papers on four international conferences in 2001: EMAC, ACR-Europe, IAE La Londe, and ACR-US. Hem is also running several branding schools for the business, both in Norway and in Europe. Leslie de Chernatony is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at the Birmingham University Business School, England. With a significant number of papers on brand management in European and American journals, he is a regular presenter at international conferences. His two most recent books are Creating Powerful Brands and From Brand Vision to Brand Evaluation, both published by ButterworthHeinemann. Leslie has run brand strategy workshops internationally, helping organisations develop more effective brand strategies. Nina M. Iversen is a doctoral candidate at the Norwegian School of Economics and Business Administration (NHH). Her
Dr Leif E. Hem Associate Professor Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045, Bergen Norway Tel No. Int. Code + 47 55 95 96 85 Fax No. Int. Code + 47 55 95 98 74 email: leif.hem@snf.no Leslie de Chernatony* Professor of Brand Marketing Birmingham University Business School The University of Birmingham Winterbourne 58 Edgbaston Park Road Edgbaston Birmingham B15 2RT England Tel No. Int. Code + 44 121 414 2299 Fax No. Int. Code + 44 121 414 7791 email : L.Dechernatony@bham.ac.uk Nina M. Iversen Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045, Bergen Norway
September 2001
* Author for correspondence
About the authors: Leif E. Hem is Associate Professor at the Norwegian School of Economics and Business Administration, NHH in Bergen, Norway. He defended his PhD in February 2001. His research interests focus on branding in general and with specifically focus on brand extension. Hem has already published papers focusing on brand extensions and he has presented brand extension papers on four international conferences in 2001: EMAC, ACR-Europe, IAE La Londe, and ACR-US. Hem is also running several branding schools for the business, both in Norway and in Europe. Leslie de Chernatony is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at the Birmingham University Business School, England. With a significant number of papers on brand management in European and American journals, he is a regular presenter at international conferences. His two most recent books are Creating Powerful Brands and From Brand Vision to Brand Evaluation, both published by ButterworthHeinemann. Leslie has run brand strategy workshops internationally, helping organisations develop more effective brand strategies. Nina M. Iversen is a doctoral candidate at the Norwegian School of Economics and Business Administration (NHH). Her
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