Conceptualizing and Measuring the Monetary Value of Brand Extensions: The Case of Motion Pictures

Brand extension value is the part of brand value that derives from a brand owner's right to introduce new products related to the brand. The authors draw on a theoretical conceptualization of brand extension success and present an approach to measure the monetary value of brand extension rights in the context of motion pictures (i.e., movie sequel rights) and to calculate the effect of variations of key extension product attributes, such as the...