Page 1 of 8 ANZMAC 2009 Vertical Brand Extensibility: A Conceptual Framework Nicolas Pontes‚ Monash University‚ nicolas.pontes@buseco.monash.edu.au Colin Jevons‚ Monash University‚ colin.jevons@buseco.monash.edu.au Abstract Brand extension have been discussed to a great extent during the past two decades‚ however‚ most of the work has focused horizontal extensions and little attention has been payed to vertical brand extension. To fulfil this imbalance of existing knowledge‚ in this article
Premium Marketing Brand Brand equity
Brand Advertising as Creative Pubiicity ANDREW EHRENBERG South Bank University ehrenba@sbu.ac.uk NEIL BARNARD South Bank University RACHEL KENNEDY University of South Australia HELEN BLOOM Consultant HelenBloom@ compuserve.com Our view of brand advertising is that it mostly serves to publicize the advertised brand. Advertising seldom seems to persuade. Advertising in a competitive market needs to maintain the brand’s broad salience—being a brand the consumer buys or considers buying. This turns
Premium Brand Advertising Brand management
However‚ questions are asked about the identity of being a Canadian. Who are Canadians? What is defined as a Canadian? Am I a Canadian? Other than the bitter cold winters and the "Canadian" love for hockey and poutine‚ even I cannot think of anything more "Canadian" than the superficial aspects of the Canadian lifestyle. Even Canada’s culture has been a controversial topic which debates never came to a concrete conclusion. To me‚ Canada
Premium Question Psychology Identity
WHY IS IT GREAT TO BE CANADIAN? Canada can be described as a cultural mosaic with kind people‚ a strong economy‚ great Prime Minister and social and legal equality‚ making it great to be Canadian. Predominantly‚ I believe it’s great to be Canadian due to our abundance of land and changes to it‚ our Prime Minister Justin Trudeau and our growing multiculturalism. Primarily‚ Canada’s landmass and changes is behind its national success. The vastness of Canada supplies multiple natural resources‚ provides
Premium Canada United States Culture
The Emperor’s Club Q1. Do you think Professor William Hundert did the right thing? What are the ethical and moral dilemmas would he have experienced? Did his choice help or hinder Sedgewick? A. I believe Professor William Hundert did not do the right thing. Selecting Sedgewick Bell over Martin Blythe‚ not on the bases of merit‚ was not only unfair to Blythe but can also be perceived as favouritism. It is true that he wished to see Sedgewick Bell succeed and wished to motivate him to work harder
Premium Julius Caesar Do the Right Thing
BRAND WARS: WHEN BIG BRANDS PLAY DIRTY “In business as in life‚ you don’t get what you deserve‚ you get what you negotiate.” Chester L Karrass. Today companies do not sell on the basis of their products. The features or benefits provided by the product is a small cog in the whole machine of the customer interaction process adopted by the company. The product sells on the basis of its power to convince customers‚ to appeal to customers and to attach a certain sentiment with the customers. This
Premium Advertising
the major goals of marketing is reaching the brand loyalty phase to a customer. Brand loyalty would be the commitment of a consumer to continue purchasing and supporting the company/brand. Companies benefit from this because they have a constant customer who would spread the word about the company and will be willing to pay higher prices for a certain product or service. Brand Loyalty Most people if not everyone is loyal to a certain brand or service. When a company offers good customer
Premium Steve Jobs Apple Inc. Steve Wozniak
IKEA has created a global brand focused on low prices and contemporary designs. In 2009‚ Interbrand ranked IKEA 28th on its list of the top 100 global brands (# 35 in 2008 indicating 10% increase in brand value over just year). IKEA’s success is attributed to its vast experience in the furniture retail market‚ its product differentiation and cost leadership. The brand Ikea has become iconic in consumers’ minds. CEO‚ Anders Dahlvig‚ states “the awareness of our brand is much bigger than the size of
Premium Marketing Wal-Mart Strategic management
Canada protect its Arctic Sovereignty? Canadian Arctic Sovereignty is currently a pressing issue has raised many questions about who owns and who has control over the Arctic and its precious resources. The posing question is; to what extent should Canada protect its Arctic Sovereignty? There are many reasons why Canada must go forward in defending and protecting the Arctic to a moderate extent even though it will be a challenging mission considering that the Canadian military currently needs more resources
Premium Inuit Arctic Ocean Canada
other items that make them unique as a whole country. For instance‚ I believe that the Canadian flag is well known for the simplicity‚ its colours and the maple leaf. It is divided by three different columns. Two of those columns have the exact same width and the same colour that are red. The other column is white and wider because it has the maple leaf in the center of the flag. The way I view the Canadian flag is that is simple and easy to remember. The colours capture the attention of the citizen
Premium Canada Culture Canadian Charter of Rights and Freedoms