Go to BMW's website (www.bmwusa.com/) and identify a few recently introduced brand extensions to the marketplace. Discuss whether you believe the brand extension examples you provided will benefit or harm the firm?

Go to BMW's website (www.bmwusa.com/) and identify a few recently introduced brand extensions to the marketplace. Discuss whether you believe the brand extension examples you provided will benefit or harm the firm?

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Marketing

5th edition

Authors: Dhruv Grewal, Michael Levy

ISBN: 978-1259446290