Brand extension & brand stretching The two options for doing this are usually called “brand extension” and “brand stretching”. Brand extension Brand extension is a strategy in which a firm launches a new or modified product with a well-developed image by using the established brand name in a same broad market. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin
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Case Study adidas The brand adidas has been selling sports apparel for 90 years and has been the official sponsor of the World Cup since 1970. It has more than 38‚000 employees throughout the world. Currently‚ one of its most outstanding products is the F-50 soccer shoe. It’s the world’s lightest‚ weighing 165g‚ and is worn by the most important players in the World Cup. A special version was made exclusively for the Argentinian player Lionel Messi‚ who was selected as the FIFA World Player
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Page Introduction 3 What is Brand Equity? Role of Brands The Scope of Branding Theoretical Perspectives 4 Brand Equity Models Brand Asset Valuator Brand Resonance Pyramid Building Brand Equity Measuring Brand Equity Managing Brand Equity Conclusion
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Methods of Brand Valuation The various methods of brand valuation can be placed into four categories: (1) cost-based approaches; (2) market-based approaches; (3) income-based approaches; and (4) formulary approaches incorporating future benefits or comparative advantages. Cost-based Approaches This method considers the costs involved in creating the brand through the stages of research and development of the product concept‚ market testing‚ continued promotion during commercialization
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Journal of Product & Brand Management Emerald Article: The relationship of consumer personality trait‚ brand personality and brand loyalty: an empirical study of toys and video games buyers Long-Yi Lin Article information: To cite this document: Long-Yi Lin‚ (2010)‚"The relationship of consumer personality trait‚ brand personality and brand loyalty: an empirical study of toys and video games buyers"‚ Journal of Product & Brand Management‚ Vol. 19 Iss: 1 pp. 4 - 17 Permanent link to this document:
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Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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BRAND PERSONALITY - THE RELATIONSHIP BASIS MODEL Some people may never aspire to have the personality of a competent leader but would like to have a relationship with one‚ especially if they need a banker or a lawyer. A trustworthy‚ dependable‚ conservative personality might be boring but might nonetheless reflect characteristics valued in a financial advisor‚ a lawn service‚ or even a car – consider the Volvo brand personality. The concept of a relationship between a brand and a person (analogous
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Porters 5 Forces Model is a valuable tool in evaluating the condition of the Yum! Brands China Division and the fast-food industry that Yum Brands is actively dominating. While there is much competition in China in the food industry‚ it is undeniable that with the CEO’s guidance‚ Sam Su‚ the growth that they have accomplished over the years is exponential. This growth is due to the fact that Su looks at the bigger picture‚ imaging what he wants the company to be like in five to ten years‚ and making
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Beliefs of Brands Many universities students and high school students keep pursuing famous brands. From clothes to mobile phones‚ even study articles like electronic dictionaries and pens‚ they are inclined to buy famous as well. This phenomenon has aroused wide attention. One of reasons or the main reason is that brands provide us with beliefs‚ provide people good trust‚ and provide the good feeling. A brand indeed provides us with beliefs‚ usually a good brand gives people a good trust‚ and
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AN ANALYSIS OF BRAND SWITCHING BEHAVIOUR SUBMITTED BY ABSTRACT: A proposed integrative approach measured consumer response to various incentives to switch brands. The response measure consisted of both actual behavior (i.e.‚ switching behavior) and an evaluative measure‚ which underlies the behavior. Self-perception theory was utilized to assess consumer switching behavior in response to intrinsic versus extrinsic motives. The integrative approach
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