... of brand gender salience: Men with more traditional masculinities interpret brands through the prism of gender first and over-interpret gendered cues in brand execution. Third, feminine brands are considered as threats for men with traditional masculinities. Fourth, brand extensions to the opposite sex...

...Nathalie Veg-Sala Purpose – The purpose of this paper is to define and understand the different models of brand development, according to the evolution of a brand’s identity and the introduction of brand extensions, starting from the premise that brands must be managed in a consistent way over...