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Using Thematic Thinking to Achieve Business Success, Growth, and Innovation: Finding Opportunities Where Others Don’t Look by Martin Hoegl, Michael Gibbert, Julia Froehlich

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5. The Thematic Power of Brands

What you will learn

• How can thematic ideas be used to boost brand extension potential?

• How do brands interact within a theme, and what are the implications for alliances, co-branding, and brand extensions?

• What are thematic threats to brands? Why are they overlooked so easily?

• How can brands be used to develop successful thematic ideas in areas other than brand extensions?

Brands play an important role when it comes to putting thematic ideas into practice. Their impact is manifold. Brands can build the basis for developing new thematic ideas or thematic brand extensions. Usage themes, which might be unintended, can pose severe threats to the value of a brand. The success of thematic ideas that are developed ...

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