Halmstad University School of Business and Engineering Master Dissertation in International Marketing Master Dissertation in Strategic Management and Leadership The Analysis of Challenges and Opportunities in Brand Extension Authors: Chen Si Jia 891028-4986 Gu Jing 880711-T284 Supervisor: Gabriel Awuah Date of Submission: 31 May‚ 2012 Acknowledgements We would like to firstly thank our supervisor‚ Professor Gabriel Awuah‚ for his constant support and inspiring advices during
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society over a long period of time. Yet in Canada‚ the obvious push to assimilation had been the introduction of the White Paper‚ which had been negatively received. However‚ while Canada is still on the verge of negotiating self-governance and self-determination‚ the United States lacks such opportunity due to the amount of policies that have been enacted. Another difference in the United States system is the fact that while the First Nations peoples in Canada had the opportunity to represent themselves
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Voyage of the Beagle‚ “If the misery of our poor be caused not by the laws of nature but by our institutions‚ great is our sin” (Charles). Poverty is not an inherited trait‚ but is a consequence of societal laws‚ practices and customs. First Nations in Canada have been put into a position of poverty and the Canadian government is largely to blame. The First Nations have been disconnected from their traditional way of living in part because the Ministry responsible for helping them has not supported their
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Does Canada still have the same connection with the Queen as we used to? The Queen is irrelevant today. Change like this is in the future. Nothing stays the same forever. However the role of the monarchy in Canadian history cannot be denied. The same could be said of the Nazis; or the Mohawks and Laura Secord. However the Monarchy offers dimension to our history. Canada continues to need as many historically based structures as possible to distinguish the country from its burgeoning‚ warmongering
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more than the name of our province. The word means ‘our land’ in Inuktitut‚ and it is a reflection of Canada‚ from its distinctive culture and way of life‚ to its vast and beautiful expansiveness. Its greatest assets are the welcoming communities that have banded together to conquer the simultaneously awe-inspiring and often harsh northern landscape. Nunavut is the youngest territory in Canada‚ becoming recognized through the Nunavut Act and the Nunavut Land Claims Agreement Act in 1999‚ yet its
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FESTIVALS Canada is a vast and diverse country‚ and its many festivals illustrate the many exciting cultural events that Canada has to offer. Canadian festivals and events attract visitors worldwide.This are some of them. The Calgary stampede The Calgary Stampede is an annual rodeo‚ exhibition and festival held every July in Calgary‚ Alberta‚ Canada. The ten-day event‚ which bills itself as "The Greatest Outdoor Show on Earth"‚ attracts over one million visitors per year and features one of
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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Editor’s Introduction: Brand Management Francesca Dall’Olmo Riley Introduction The study of brands and brand management has historically attracted a great deal of interest among practitioners and academics. Early‚ seminal research on brands includes the studies by Gardner and Levy (1955)‚ Levy (1959)‚ Martineau (1959) and Allison and Uhl (1964). Since then‚ the number of brand related journal articles and of brand management books have increased exponentially‚ particularly in the last 20
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Building brand identity in competitive markets: a conceptual model Bhimrao M. Ghodeswar School of Management‚ Asian Institute of Technology‚ Klong Luang‚ Pathumthani‚ Thailand Abstract Purpose – The purpose of this conceptual paper is to identify important elements of brand building based on a literature review and case studies of successful brands in India. Design/methodology/approach – This paper is based on a review of the literature and takes a case study approach. The paper suggests the framework
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Brand Equity A brand represents a “name‚ term‚ sign‚ symbol‚ or design‚ or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Without a recognizable brand‚ a product is but a mere commodity. It’s more than just a name‚ term‚ symbol‚ etc. – a brand is everything that one company’s particular offering stands for in comparison to other brands in a cate-gory of competitive products. As the value
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