Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
Premium Brand Marketing Brand equity
Roll of Thunder In Roll of Thunder‚ there are many successes of the Logan family. We see this in a lot of the characters‚ especially Cassie. She tends to be stubborn in her views‚ as is her Uncle Hammer. Her parents teacher her how to grow up with dignity and to put her pride aside so that she can endure the racism she will face. Cassie‚ despite her stubborn personality‚ learns that racism is something to fight when the time is right‚ and to endure when it is necessary. Throughout this
Premium Black people Race White people
GLOBAL CROSSING LTD. Entity Background Global Crossing is a telecommunications company providing computer networking services worldwide. It was founded in 1997 by Gary Winnick‚ Abbot L. Brown‚ David L. Lee and Barry Porter through Pacific Capital Group. It is said that Global Crossing was the first global communications provider with IPv6 natively deployed in both its private and public backbone networks. It raised about $400 million on its initial public stock offering. Global Crossing was
Premium Initial public offering
Haier Group: Chinese Company That Created A Global Brand Haier Group (“HG”) is a leading Chinese international manufacturer of large and small appliances‚ including refrigerators‚ freezers‚ conditioners‚ dishwashers and laundry products to cell phones and televisions. HG is not only known around the world for quality and innovation but as an early mover outside of the Chinese marketplace; it was able to implement a market strategy to take away market share from large manufacturers on their own
Premium Developed country Marketing China
Title: Brand Management Maximum Marks: 80 Question No. 1 is compulsory and is for 16 Marks. Please attempt any 4 questions from question number 2 to 9. 1. Case Study : (Compulsory) BURNOL Burnol has been around for six decades as a yellow burns-relief ointment. It has almost become a generic brand. Its yellow colour reminds one of turmeric‚ the traditional burns-relief remedy. The brand has been
Premium Brand Brand management
Bridging brands and borders: Trends and tactics to connect global brands with Asian consumers This article briefly states the idea of brand internationalization. Whether brands should localize themselves based on the tastes of the market or they should keep their identity intact. The author‚ Craig Briggs states that certain risk is involved when a global company tries and changes too much as per the local tastes. The articles also stresses on instances from the past on Global companies like Starbucks
Premium Brand management Brand Branding
in the global beer industry? Going forward‚ what strategies do you suggest Heineken pursue to become a major competitor in the era of global/major brands? Heineken has undertaken several strategic approaches to propel themselves as a top brewer in Western Europe. Previously managed and ran only by the “family‚” in which created Heineken‚ a non-Dutch‚ non-family member CEO has been appointed to help Heineken generate goals to globalize their brand as well as enter more markets. The case discusses
Premium Beer Strategic management Mergers and acquisitions
Advertising Management Make Yourself Heard Ericsson‟s Global Brand Campaign In partial fulfilment of the course Advertising Management under the guidance of Prof. Mukul Gupta‚ Marketing Area‚ MDI Gurgaon Submitted by: Aditya Malhotra Divya Gosain Abhinav Singhvi Kaustuv Gupta Manish Sharma 13th December 2010 09P125 09P135 09P182 09P203 09P206 1 Introduction Ericsson is a 120 year old company and the leading supplier of equipment and services for the telecommunications industry
Premium Mobile phone Brand management
In the novel Roll of Thunder Hear My Cry there are a few reasons why the schools attended by blacks are inferior to the schools attended by whites. On Little Man’s first day of school‚ the students are given textbooks. Little Man opens the book and notices the racist remarks on the first page. The books first issuance was September 1922 and had been used by white children until the condition was “very poor”. Little Man noticed and politely asked for a new book. He did not get a different book and
Premium Black people African American White people
How does Mildred Taylor explore different friendships in “Roll of Thunder‚ Hear my Cry”? “Roll of Thunder‚ Hear my Cry” is a novel that has many friendships that are either genuine or not. The friendships in this book are surprising as particular friendships are ones that have a mix between white and black communities. This novel includes many various characters with different stereotypes and how each person is unique in many ways. This novel is set during the 20th century where the white
Premium Friendship Black people White people