"Are brand extensions an important brand growth strategy or can they endanger brands" Essays and Research Papers

Sort By:
Satisfactory Essays
Good Essays
Better Essays
Powerful Essays
Best Essays
Page 33 of 50 - About 500 Essays
  • Better Essays

    Rom Chocolate Brand

    • 3336 Words
    • 14 Pages

    exported for economical growth‚ Kandia SA created the ROM chocolate bar. More exactly‚ ROM is a chocolate bar filled with rum cream‚ a unique product created for the local‚ Romanian market‚ first created in 1964. The brand‚ from the begining‚ was succesful‚ because of the lack of choices and‚ of course‚ the restrictions which were applied by the communist government. At that time‚ ROM was a delight for everyone‚ and all the Romanians‚ from children to old people‚ knew the brand and identified with it

    Premium Brand Branding Marketing

    • 3336 Words
    • 14 Pages
    Better Essays
  • Powerful Essays

    CONCEPTS OF BRAND MANAGEMENT

    • 197427 Words
    • 827 Pages

    Concepts of Brand Management www.eiilmuniversity.ac.in Subject: CONCEPTS OF BRAND MANAGEMENT Credits: 4 SYLLABUS Branding Concepts Introduction to Brand; Brand and Branding Basics; Relationship of Brands with Customers; Building Successful Brands. Terms associated with Brands Understanding Various Terms; Brand Names and Brand Extensions; Co-Banding and Corporate Branding; Brand Associations and Brand Image. Management of Brand Brand Loyalty; Brand Relationship; Brand Equity; Brand Management

    Premium Brand Brand management Branding

    • 197427 Words
    • 827 Pages
    Powerful Essays
  • Powerful Essays

    Brand Theory Paper

    • 2568 Words
    • 11 Pages

    CM 502 Brands & Belief Brand Theory Paper 3. Explain the importance of interactivity for contemporary brand management. Refer to Arvidsson. What does he mean by this? How is brand design linked to new media? If you wish‚ relate to the notion of interface in Lury. First of all‚ in accordance with the question: the paper will be delving into selected chapters of Adam Arvidsson ’s book Brands: Meaning and Value in Media Culture and exploring other texts from Lury‚ Danesi and others in context

    Premium Brand management Branding Brand equity

    • 2568 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    Consumer perceptions of store brands versus national brands Abstract Purpose – The objective of this study is threefold. First‚ the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second‚ the authors want to investigate whether brand equity of store versus national brands is determined by current brand loyalty towards these brands. Third‚ they want to find out whether store patronage

    Premium Brand Marketing Branding

    • 9418 Words
    • 38 Pages
    Powerful Essays
  • Best Essays

    Brand and Virgin Group

    • 2822 Words
    • 12 Pages

    1. Introduction Virgin Group is the use of Virgin as a brand name and a number of enterprises Group; it is one of the UK’s largest private companies that founded by famous British businessman Richard Branson. The Group business start with music business‚ now it develops includes tourism‚ aviation‚ and entertainment and so on. Richard Branson holds the control power over the brand Virgin‚ but its subordinate institutions are different and complicated. Each of the virgin group company is independent

    Premium Virgin Group Richard Branson Virgin Atlantic Airways

    • 2822 Words
    • 12 Pages
    Best Essays
  • Powerful Essays

    Managing Brand Equity

    • 15723 Words
    • 63 Pages

    Y PEKKA TUOMINEN Managing Brand Equity ABSTRACT The purpose of this study is to discuss and elaborate the main issues encountered in managing brand equity. In order to achieve this purpose‚ we first analyse the concept of brand equity; second‚ we provide a comprehensive framework for managing brand equity; and finally‚ we distinguish different ways to leverage and measure brand equity. The concept of brand equity emerged in the early 1990s. Brand equity can be regarded as a managerial concept

    Premium Brand Branding Brand management

    • 15723 Words
    • 63 Pages
    Powerful Essays
  • Satisfactory Essays

    included increased growth‚ sales activity‚ and profits. The ethical issue confronting Colgate was that it promoted the brand label “Darkie” toothpaste in foreign markets. The use of Al Jolson to promote the product brand “Darkie” had ethical and legal repercussions for Colgate and Hawley and Hazel. This campaign was widely criticized in the United States‚ and Colgate was forced to develop a strategy to repair the damage it suffered with consumer perceptions of the product brand “Darkie” toothpaste

    Premium Marketing Advertising Brand

    • 445 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Gillette Brand Analysis

    • 3815 Words
    • 15 Pages

    Table of Contents Appendices 1 1. Background 3 1.1 Company 3 1.2 Market 3 1.3 Competition 4 2. Brand analysis 4 2.1 Brand attitude 4 2.1.1 The Rossiter-Percy grid 5 2.2 Brand identity 5 2.2.1 Brand Name 6 2.2.2 Packaging 7 2.2.3 Identity Prism 8 2.2.3 Brand personality 9 3. Positioning 10 3.1 Possible positioning statements 11 3.1.1 Comparisons 12 3.1.2 Contrast between two statements 12 4. Celebrity endorsement 13 4.1 David Beckham and

    Premium Brand Procter & Gamble Brand management

    • 3815 Words
    • 15 Pages
    Powerful Essays
  • Powerful Essays

    Starbucks Brand Audit

    • 4543 Words
    • 19 Pages

    Starbucks Brand Audit Starbucks - Brand Audit Ranking as the 96th in Interbrand’s Top 100 Brands of 2011 list with its $3.6 million brand value‚ Starbucks is one of the most successful and highly recognized brands. In order to understand more about the underlying strategies that brings this success‚ we analyzed the brand focusing on its brand inventory‚ brand positioning‚ marketing strategy‚ consumer perceptions and competitors. Finally‚ we evaluated Starbucks’ strengths and improvement areas

    Premium Starbucks Coffee Brand

    • 4543 Words
    • 19 Pages
    Powerful Essays
  • Powerful Essays

    Apple Brand Management

    • 2733 Words
    • 11 Pages

    Marketing association ‚ a brand is a “name‚ term‚ sign‚ symbol‚ or design‚ or a combination of them ‚ intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of the competition.” However branding is much more; what distinguishes a brand from its unbranded commodity counterpart and gives it equity is the sum total of consumers’ perceptions and feelings about the product’s attributes and how they perform‚ about the brand name and what it stands

    Premium Apple Inc. Brand management Brand

    • 2733 Words
    • 11 Pages
    Powerful Essays
Page 1 30 31 32 33 34 35 36 37 50