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    A Discussion of Brand Extensions

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    Identify a recent brand extension and discuss how exposure, attention, and comprehension processes can influence the effectiveness of that brand.

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    Brand extension is the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer/user where the brand and not the product is the decision driver. For many years Caterpillar Inc. has been synonymous with heavy duty industrial machinery. In ...

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    This solution describes a discussion of brand extensions.