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Mattel is a prominent global toy and entertainment company with a rich history of over 70 years, operating in 35 countries and offering products worldwide. Brand extensions involve leveraging an established brand name to introduce new products, enhancing brand equity, which is the value consumers associate with a brand based on their awareness and associations. There are two main approaches to brand valuation: customer-based brand equity, focusing on consumer perception, and financial brand equity, based on

Author

zahrawithana

Language

EN