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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The Way We Lie Megan Boatman 4 December 2011 Teacher D.W. The Ways We Lie Stephanie Ericsson author of “The Ways We Lie” was born in 1953 and was raised in San Francisco. The essay “The Way We Lie” was first published in the Utne Reader. Her husband Jim died in 1988 and due to that she kept a journal and later turned it in to a book called “Companion Through the Darkness‚ Inner Dialogues on Grief”. Her other works include ShameFaced (Hazelden Publications)‚ that is used for the last 25 years
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In “The Ways We Lie” by Stephanie Ericsson‚ she talks about the many different types of lies. She says that we all lie‚ and we all lie in most of the ways she mentions. In my opinion‚ I agree with most of what she says. It is true that we all lie in some way‚ but we might not all lie in the same way. Some people like to use the “lie of omission” while others might to tend towards the “white lie.” While these lies‚ in my opinion‚ tend to be the most common‚ some of her other example of lying
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the oldest and biggest cosmetic brands in the world has successfully transformed itself from a single skin care brand to a trustworthy and contemporary personal care brand for all family types. The brand stretched itself by sub-branding to many new segments‚ always nursing the core mother brand NIVEA and its “Gestalt”. [Company Background] Background As 2005 drew to a close‚ executives at Beiersdorf’s (BDF) Cosmed division [Brand DNA] NIVEA‚ the largest cosmetics brand in the world‚ had successfully
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2. the name of the business‚ Business Name The major problem that SME owners make in naming their businesses is naming them after themselves instead of selecting a name that represents what the business does or sells. We often see names such as “chitra waffers” or “Restoran Ayu”‚ which are fine‚ but really‚ does that do anything for your business? A business name is the most important part of the business’s brand. It should appeal to the target market and leave no doubt about the business’s purpose
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Idea’s AD Campaigns Idea had decided not to adopt celebrity endorsements in 2002 while its competitors like Bharti Airtel had been using multiple celebrities to promote its brand. !dea was launched as a brand in April 2002... ’A Good !Dea’ Campaign Idea’s promotions in 2006 were based on its tariffs‚ service quality‚ and network coverage. For instance‚ Idea started promoting its Rs.0.5 per local call per minute service aggressively. One of its TVCs featured a bowler and an umpire in a game of
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To our beloved beautiful‚ sexy and ever dynamic campus administrator Dr. Ma. Evengeline P. Perez‚ to the different chairs of different departments‚ to the faculty and staff of this institution‚ to my co-aspirants and to the best students of the whole world‚ a pleasant afternoon to each in everyone. We are convened here this afternoon for another remarkable and momentous activity in our lives as students‚ for this afternoon’s activity is considered as one of our greatest decision-making in our lives
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Integrated Marketing Communications: Brand Analysis Henry Garcia‚ Kris Burningham Cassandra Carone Agata Kosinski F C Flying Colours Advertising Table of Contents INTRODUCTION 3 ANALYSIS OF THE 4 P’S OF MARKETING 4 PRODUCT ACTIVIA DANONE YOGURT PROMOTION PRICE PLACE PRODUCT ANALYSIS SUMMARY 4 4 5 7 8 9 MARKET ANALYSIS 10 ECONOMIC TRENDS SOCIAL/DEMOGRAPHIC/CULTURAL TRENDS YOGURT CONSUMPTION IN CANADA
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Group Brand Audit Project Your group assignment is to pick a brand from the list of brands(attached) and conduct a thorough brand audit. Each group must study and analyze a different brand. Brands will be assigned on a "first come‚ first serve" basis. Post your group’s choice of brand and gp number on the “questions for Prof/TA” board so that everyone can see your group’s choice. This way‚ the other gps will know which brands are already taken on a first come first serve basis. Once your
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celebrities in an ad campaign is a poor way to stimulate brand appeal Using celebrities as brand ambassadors has become very popular and is one of the more common communication strategies employed by companies today in order to market their products. Marketers pay millions of dollars to celebrities in the hope that their star magic would make the product more appealing and successful. But all celebrities glitter is not gold. There are many reasons as to why using celebrities in an ad campaign can turn into
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