Journal of Business Research 67 (2014) 667–672 Contents lists available at ScienceDirect Journal of Business Research Relationship marketing management: Its importance in private label extension☆ Maria José Miquel-Romero a‚⁎‚ Eva María Caplliure-Giner a‚⁎‚ Consolación Adame-Sánchez b a b Department of Marketing‚ Juan José Renau Piqueras‚ University of Valencia‚ Av. Tarongers s/n‚ 46022 Valencia‚ Spain Department of Business Management‚ Juan José Renau Piqueras‚ University of Valencia
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in regards to the direction they wish to take their brand. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well- developed image uses the same brand name in a different product category. Brand extensions have been used successfully by many corporate giants‚ such as Arm & Hammer with the starting product being baking soda and extensions such as laundry detergent. However‚ extending the brand isn’t always as lucrative as it may appear. Arizona
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Running Head: Unit 6 Assignment 1 Brand Extension Market Plan – Unit 6 Hershey’s Sugar – Free Strawberry Syrup with Calcium Kaplan University
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Running head: Brand Extension Marketing Plan 1.0 Executive Summary The Recipe Modifier is Lakelands most recent innovation that has great potential to generate revenue for Lakeland‚ “the home of creative kitchenware.” Lakeland products have developed strong demand and this will be the driving force behind this particular product. Lakeland was initially a kitchenware provider but has extended its brand to offer a wide range of products that fulfill consumers entertaining‚ storage‚ cleaning
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Introduction Our marketing team has taken on the challenge of creating an advertising campaign and promotion plan for the new brand extension of Axe Cologne from Unilever. We feel given the on-going success of the Axe brand launching this new product will be an exciting venture and we are eager to present our plans. We will begin with the history of the Axe brand and how the brand has expanded since its beginning. We will then go into the objectives we hope to accomplish with our plan‚ the four p’s
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| Kaplan University | Graduate School of Business and Management | Brand Extension Marketing Plan | | Thomas N. Bailey | GB530 | 5/31/2011 | Solid State Drive by Western Digital Corporation 1.0 Executive Summary Western Digital Corporation (WDC) is the second largest computer hard disk drive (HDD) and solid state drive (SSD) manufacturer in the world for internal‚ external‚ portable and shared storage applications. WDC also pursues opportunities in the many new roles for digital
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Brand Extension Marketing Plan: The New Wii Wingo and Extended Service Plan GB530: Marketing Management Kerri Bresley Kaplan University December 1‚ 2012 Brand Extension Marketing Plan: The New Wii Wingo and Extended Service Plan 1.0 Executive Summary Wii is a for-profit organization already offering numerous video games targeted at many different segments of the market in different countries around the world. Wii is developing a new game‚ Wingo‚ with an extended service plan for
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profession. In a way Virgin American is implementing a sort of brand extension strategy. “Here on Biz” is essentially a new product that is synonymous with the Virgin America name giving the app a more recognized brand backing for more effective marketing. Although this app is still in the introduction stage‚ many positive responses to the app seem to indicate a long‚ strong growth stage in the near future. This new app brand extension has performed well in the airline business and responded well
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Q1.Select any brand and evaluate brand extension strategy followed by the company Ans: Brand Extension can be defined as the usage of an established brand name in new product categories. In other words‚ it is a marketing strategy in which a firm that markets a product with a well-developed image uses the same brand name but for a new product category. This new category to which the brand is extended can be related or unrelated to the existing product categories. Brands use this as a strategy
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Company of the Year. It was also voted Long Haul Operator of the Year at the Travel Trade Gazette Awards and topped the tourism category in the 2010 UK Customer Services Index. Virgin is known for applying its brand values across many sectors‚ making it arguably one of the most diverse brands in the world. Throughout its history‚ Virgin has focused on quality and service and strives to offer industry innovation. There are now more than 200 Virgin-branded companies worldwide‚ a testament to its diversity
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