L'objectif de cet article est de définir le concept d'extension de marque et d'étudier les réactions des consommateurs face aux extensions. Nous présentons les avantages et les risques de la stratégie d'extension de marque ainsi que les conditions de sa mise en œuvre. Dans une dernière partie, nous discutons des relations entre positionnement et extension pour finalement proposer un modèle conceptuel de l'évaluation des extensions de marque par les consommateurs.
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