Maruzen Research: Brand Extension Success Lessons
This examines Maruzen Research, a successful brand extension by a long-standing Japanese bookstore, Maruzen.
It explains how brand extension, the application of an existing brand's trust and recognition to a new product or service category, can foster new market opportunities. It details Maruzen's strategic approach to leveraging its reputation for specialized books into a digital subscription service for tax and accounting professionals, highlighting the three steps of clarifying existing brand assets, transitioning to a new category, and extending and expanding trust.
Furthermore, it…
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