27 The prevalence of line extensions, as manufacturers struggle to maximize the leverage of their brand equity, is undoubted and well documented (Aaker 1991; Ries and Trout 1986; Tauber 1981). Brand owners use existing brand names to reduce barriers to entry for the new line with the implicit assumption that additional profit will be earned as a result. But haunting the parent brand is the spec...

We propose a game-theoretic model in which one national-brand manufacturer, acting as a leader, maximizes her own profit and one retailer, selling the national brand and her private label and acting as a follower, maximizes her category profit. We characterize the resulting Stackelberg equilibrium in terms of the amount of shelf space allocated to these brands as well as their prices. The resul...

Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework for building brand identity in sequential order, namely, positioning the br...

The trust of members is essential to the sustainability of e-business. Unlike other business models, the success of online social networks is highly dependent upon the growth rate of social network size. In order to accelerate and continue the growth rate, online social networks need to be able to continuously roll out diversified services and use them to interest existing and new members. Howe...