Using an established restaurant brand to launch a new product : a case study on JUMBO retail pack
This paper discusses the viability of a brand extension of a well-established brand into a new industry. A case study is conducted on the brand extension of the JUMBO Seafood restaurant brand into the retail industry with the launch of their award-winning chili crab and black pepper crab sauce retai...
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Main Authors: | Boon, Ting Pei, Heng, Yan Ting, Tan, Yanlin |
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Other Authors: | Nanyang Business School |
Format: | Final Year Project |
Language: | English |
Published: |
2013
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Subjects: | |
Online Access: | http://hdl.handle.net/10356/51537 |
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Institution: | Nanyang Technological University |
Language: | English |
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