Chapter 10 Brand extensions Good or Bad: Brand extensions are a good business growth strategy as it allows the company to organically grow revenue. However‚ extensions must be carefully evaluated and chosen to ensure that the related affect is what is expected. For example‚ the company needs to make sure that any extension to the brand supports those brand elements or attributes that customers associate with the brand. Any product extensions that conflict‚ deteriorate or dilute the brand. Brand
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Brand Equity – is the set of assets and liabilities linked to the brand. The conceptualization of brand equity‚ which occurred in the late 1980’s was pivotal because it changed the way that marketing was perceived. Brand Awareness – is assets that can be extremely durable thus sustainable. It can be very difficult to dislodge a brand that has achieve dominant awareness level. Brand Loyalty - An existing base of loyal customers provides enormous sustainable competitive advantages. It reduces
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clear that strong brand-building skills are needed to survive and prosper. In David Aaker’s pathbreaking book‚ Managing Brand Equity‚ managers discovered the value of a brand as a strategic asset and a company’s primary source of competitive advantage. Now‚ in this compelling new work‚ Aaker uses real brand-building cases from Saturn‚ General Electric‚ Kodak‚ Healthy Choice‚ McDonald’s‚ and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is
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environment Dedicated to preserving the environment‚ the Banyan Tree has received over 250 awards and accolades. Goal: is to become one of the top 2 or 3. PROBLEM STATEMENT Rapid Expansion Limited labor/ infrastructure Dilution of the brand Over-expansion of the brand Exclusivity becomes dampened because of potential lowering of service. ANALYSIS COMPETITIVE ADVANTAGE AND DISADVANTAGE Banyan Tree has competitive advantages… It offered exclusive love-nest type of accommodation that was based on romance
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Position Paper in Brand Management The paper examines how branding actually resulted or didn’t result in good sales. 2013 Charan Teja DMS – Pondicherry University Does Good Branding Result in good Sales? A Position Paper in Brand Management The paper examines how branding actually resulted or didn’t result in good sales. 2013 Charan Teja DMS – Pondicherry University Does Good Branding Result in Good Sales? Introduction It is all about the Brand‚ a typical consumer
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The New Beetle – Case Study Contents The New Beetle – Case Study 1 Introduction 1 1. The meaning of the VW brand 1 2. The appeal of The New Beetle 3 3. Why the positioning decision is termed “Mission Impossible?” 4 4. What are the advantages and disadvantages of the different positioning options? 6 5. How would the pricing and media selection choices be affected by the positioning of the car? 7 Conclusion 8 Introduction The case under discussion in this assignment is “The New
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Moisescu (2005) in a conceptual analysis of brand loyalty‚ as a core dimension of brand equity‚ found out that when the competing brands become more substitutable as the product quality increases‚ differentiation is lower‚ and consumers become increasingly price-sensitive‚ brand loyalty is the key success factor for any company. With these conditions‚ consumers are rarely loyal to a single brand. However‚ it was found that there are still some brands towards which the consumers have demonstrated
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1. Outline several factors attributable to the strong brand equity of Swiss Army. 2. How is Swiss Army capitalizing on its brand equity with products and brand extension? 3. What are some of the potential problems for channels of distribution associated with the prospect of Swiss Army stores? Is the probability of these problems high? 1. Factors attributable to the strong brand equity of Swiss Army • Reputation of Switzerland for making high quality products • Good and consistent quality‚
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in regards to the direction they wish to take their brand. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well- developed image uses the same brand name in a different product category. Brand extensions have been used successfully by many corporate giants‚ such as Arm & Hammer with the starting product being baking soda and extensions such as laundry detergent. However‚ extending the brand isn’t always as lucrative as it may appear. Arizona
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Hence‚ what are Ryanair brand key secrets making it so successful? The Keller‘s Customer-Based Brand Equity Model incorporated with Pillars of the Brand were used to make an analysis which helped to answer this question. Ryanair brand was analysed according to such components as brand awareness‚ brand associations (Pillars of the Brand) and brand image. Brand awareness includes the performance of both brand recall and recognition. Evaluating Pillars of the Brand and brand image‚ the set of both positive
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