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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Designing a Brand Hierarchy We all know the recession has drastically impacted consumer behaviors‚ but we may often overlook its direct impact on brands themselves. The recession has changed the way marketers manage their brand portfolios as they try to do more with less. As such‚ marketers are taking a closer look at how then can stretch existing brand equity across a greater number of products‚ often taking a parent brand/sub-brand approach. We generally see four different sub-brand approaches
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Technological Environment Analysis of Cathay Pacific Airways: Technological factors include forces that create new technologies‚ creating new product and market opportunities. It is based on considerations as to whether the local market has sufficiently developed technologies to take full advantage of the product. It should be noted that high technologies are required to make full use of the variety of promotional methods using alternative advertising media such as television or websites.3
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Resources Module Code: XXXX Assignment 1 part A: CATHAY PACIFIC – LUFHANSA FINANCIAL PERFORMANCES REPORT Executive summary Purpose and method of this report The purpose of this report is to analyze the financial statements of 2 comparable airlines and according to their financial performances decide on which should be more appropriate to invest in. An analysis has been conducted over the annual reports of Cathay Pacific limited and Lufthansa 2012/2013. The two Airlines‚ despite
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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
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customer’s brand loyalty on the basis of brand attitudes towards a specific product depends on the product’s relevant benefits provided by the company‚ the brand’s perceived ability to provide the benefits as well as on the uniqueness of the product. Beauty soap is a necessary product. Customers purchase the product normally for skin friendliness‚ less use of quantity‚ anti-bacteria etc. benefits. Some beauty soaps including Lux‚ Meril‚ Keya are available in Bangladesh. All of these brands are exposed
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CHOOSING BRAND ELEMENTS TO BUILD BRAND EQUITY Brand elements‚ sometimes called brand identities‚ are those trademarkable devices that serve to identify and differentiate the brand. The main brand elements are brand names‚ URLs‚ logos‚ symbols‚ characters‚ spokespeople‚ slogans‚ jingles‚ packages‚ and signage. Independent o f the decisions made about the product and how it is marketed‚ brand elements can be chosen in a manner to build as much brand equity as possible. That is‚ according to the customer-based
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Oceanography 11/29/12 The Great Pacific Garbage Patch The North Pacific Ocean is home to the North Pacific Subtropical Gyre. This gyre is created by the North Pacific Current‚ the California Current‚ the North Equatorial Current‚ and the Kuroshio Current‚ all rotating clockwise throughout the northern hemisphere. It expands over the Pacific from the North Pole to the Equator and from California to Eastern Asia. The NPSG currents create the largest ecosystem on Earth‚ but they have also created
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The Impact of Brand Personality on Brand-Aroused Feelings Dr Karen Miller School of Management and Marketing‚ University of Southern Queensland‚ Toowoomba‚ QLD‚ Email: Miller@usq.edu.au Brand managers are increasingly using brand personality to differentiate and uniquely position their brand without really knowing its effects. This study begins to addresses this gap by examining the effects of brand personality on brand-aroused feelings across the product categories of sport shoes‚ mobile phones
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Operation Watchtower: the turning point in the Pacific theatre of World War II The small island of Guadalcanal in the Solomon Islands held little strategic value prior to World War II. Operation Watchtower‚ also known as the Guadalcanal Campaign‚ was the military operation undertaken by Allied forces‚ predominantly American‚ between 7 August 1942 and 9 February 1943 to deny the use of Guadalcanal by the Japanese in response to the threat to the supply and communication routes between the US‚ Australia
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