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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Bibliographic Details
Main Authors: Boon, Ting Pei, Heng, Yan Ting, Tan, Yanlin
Other Authors: Nanyang Business School
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/51537
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Institution: Nanyang Technological University
Language: English
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