luxury brands travel? Avoiding the pitfalls of luxury brand extension Mergen Reddy a‚ Nic Terblanche b‚ Leyland Pitt c‚*‚ Michael Parent c a Capgemini Consulting‚ P.O. Box 785827‚ Sandton‚ 2146‚ South Africa Stellenbosch University‚ Private Bag X1‚ Matieland‚ 7602‚ South Africa c Segal Graduate School of Business‚ Simon Fraser University‚ 500 Granville Street‚ Vancouver‚ BC V6C 1W6‚ Canada b KEYWORDS Luxury brands; Brand extensions; Degree of adjacency; Premium adjacency matrix Abstract Brand extensions
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One myth about Apollo is‚ his love to play the lyre‚ it started when Hermes as an infant stole cows from Apollo’s cattle. Hermes hid the cows inside of a cave near Pylos‚ in there he found and killed a tortoise‚ and using its shell and cow’s intestines he crafted the first lyre. When Apollo went to complain with Maia‚ Hermes’ mother‚ she did not believe the God‚ then Zeus intervened in favor of Apollo‚ but at that moment Hermes started to play his lyre. Apollo felt in love with the instrument and
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Brand Management “Without question‚ branding is a complex management area that deserves study from a variety of different perspectives and academic traditions. By providing a multi-disciplinary approach‚ this textbook provides a welcome and invaluable resource for thoughtful students‚ scholars‚ and practitioners who want to fully understand branding and brand management.” Kevin Lane Keller‚ Tuck School of Business at Dartmouth “At last a book that cuts through the clutter about understanding brand
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Brand Management and Communication Professor Sandor Czellar May 2010 ABSOLUT VODKA - BRAND ANALYSIS TEAM 8 Julien Bruderer David Fleury Matteo Giabbani Fabrizio Padula Jonathan Queloz Brand Management and Communication Absolut Vodka – Brand Analysis TABLE OF CONTENTS INTRODUCTION ............................................................................................................................ 3 1. FIRM PRESENTATION ....................................................
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INTRODUCTION: OVERVIEW OF A BRAND The word ‘Brand’ has become a part of peoples’ basic vocabulary. The words’ meaning changes when it is used in different contexts. Sometimes it is a noun‚ as in “That is my brand of choice‚” and sometimes it is a verb‚ as in “Let’s brand this campaign.” It has become synonymous with the name of the company‚ the consumer’s experience of the company‚ the consumers experience of the company’s products and the consumer’s expectations. Brands are embedded in peoples’ daily
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“image” of cool and trendy during these years. Several other models were made‚ but between 60s and 80s the company’s masterpieces remained the Aviator and Wayfarer. Still nowadays when we think about the brand these are the two first models that come up in our minds. In 1999 the brand has been sold to the Italian Luxottica S.p.a for $640million. Today Ray-Ban is an icon for young and cool people‚ the line that connects old-school with the present; models never changed and you can still
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ROLE OF THE BRAND AMBASSADOR IN MARKETING Brand Ambassador‟ is one of the most commonly misunderstood and loosely used terms in the world of Branding. It is more commonly thought of as a celebrity endorser. Another common notion is the association of “brand ambassador‟ only to celebrities‚ while it can include employees of a company and‚ most importantly‚ the customers of a brand. If you remember MDH‚ its owner has been the brand ambassador for years. It is true that there exist certain similarities
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Mobinil brand conveyed a consistent meaning to consumers? Is this a benefit or a detriment as the mobile service provider business moves forward in Egypt with the entry of Etisalat and Vodafone? Branding strategy made is because brands are powerful assets that must be carefully developed and managed. It is a key element in the company’s relationships with customers. Brands represent customer’s perceptions and feelings about a product and its performance. Hence a brand should have positive brand equity
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up the day before each lecture. Discussion groups – All content queries must be public‚ on Moodle‚ Twitter‚ Facebook or in lecture/tute – The more you use this‚ the better it will be – You can even write the exam if you like! Interesting brand-related links 2 27/02/2013 Discussion is important Moodle is useful – Not time-dependent – A good record for later revision (24/7) – Try out mad ideas! – Respond to each other – Post messages‚ read messages‚ talk about them in class
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REDEFINING A BRAND CASE STUDY 1. Problem Identification Samsung SECA has successfully repositioned itself from an unremarkable producer of low-to-mid-market customer electronics and computer components into a provider of stylish‚ leading-edge consumer electronics due to its shift towards digital technology. Despite efforts to redefine the Samsung brand which included aggressive promotional spending and launching of a number of high-end‚ “marquee” products‚ the old brand perception of the Samsung brand is
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