Edward M. Tauber

Edward M. Tauber founded Brand Extension Research in 1981. He is president of the company. Dr. Tauber earned his Ph.D. in marketing from Cornell University. He was formerly a full professor at the University of Southern California and editor of the Journal of Advertising Research. Dr. Tauber was Executive Vice President and Research Director for DFS/Saatchi and Nestle/Carnation.

He developed the concept of “brand extension” which was published in articles entitled, “Brand Franchise Extension” from Business Horizons in 1981 and “Brand Leverage: Strategy For Growth in a Cost Control World,” from the Journal of Advertising Research in 1988. From the research methods he developed, his company created many brand extension products for Fortune 500 companies that generate over a billion dollars in sales annually.

Dr. Tauber wrote the seminal article “Why Do People Shop” in the Journal of Marketing and the book “Market Structure Analysis” with James H. Myers.

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