Aaker’s brand equity model as the theoretical framework‚ the authors undertake a comparative case study to analyze the opportunities and challenges a company might face while using brand extension strategy‚ particularly in category brand extension: Yamaha Corporation as a successful example‚ and Virgin Group as a failure one. The analysis mainly focuses on the four elements in the modified Aaker’s brand equity model: brand awareness‚ brand loyalty‚ brand associations and perceived
Premium Branding Brand Brand equity
Take a look at the websites for Harley-Davidson (www.harley-davidson.com)‚ Yamaha (www.yamaha-motor.com)‚ and Indian (www.indianmotorcycle.com). Who are their potential customers? How is each of these companies appealing to their potential customers? Are they using emotion‚ facts‚ comparisons‚ etc? How effective do you believe each of them to be? Harley Davidson (www.harley-davidson.com) Who doesn’t know Harley Davidson? It is a popular American motorcycle manufacturer. Also known as H-D or Harley
Premium Motorcycle Harley-Davidson
so it would lower the entrance barrier to the competitors like Yamaha‚ Kawai. 3 Why does Steinway & Sons feel threatened by the Japanese competitors who are practically in a different market in terms of price‚ reputation‚ and available models? ² Japanese competitors like Yamaha‚ Kawai has sold pianos in the United States since 1960 and remains the preferred brand for top jazz and pop artists. But in the late 1980s‚ Yamaha chose to enter the concert piano market in direct competition with
Premium Piano
comes in the 6th Pay commission recommendation. After year of cursing along at fairly relaxed pace‚ two wheeler industry has finally stepped on the accelerator & swayed its way timely in to the first lane. All the major players in the market including YAMAHA ‚BAJAJ AUTO‚ HERO‚ HONDA‚TVS ‚SUZUKI‚ ESCORT‚ROYAL ENFIELD‚ KINETIC ‚ work over time to grab slice of two-wheeler pie as possible‚ the market is suddenly roaring for action. Over a period of more than two decades the Indian Automobile industry has
Premium Marketing
Yamaha was established in 1887 as a piano and reed organ manufacturer by Torakusu Yamaha as Japanese Company. The company’s origin as a musical instrument manufacturer is still reflected today in the group’s logo—a trio of interlocking tuning forks. (Wiki) Yamaha has grown to become the world’s largest manufacturer of musical instruments‚ as well as a leading manufacturer of semiconductors‚ audio/visual‚ computer related products‚ sporting goods‚ home appliances‚ specialty metals and industrial
Premium Singing Vocal range Musical instrument
Two Wheeler Two Wheelers in India India‚ is the second largest producer of two-wheelers in the world. In the last few years‚ the Indian two-wheeler industry has seen spectacular growth. The country stands next to China and Japan in terms of production and sales respectively. Majority of Indians‚ especially the youngsters prefer motorbikes rather than cars. Capturing a large share in the two-wheeler industry‚ bikes and scooters cover a major segment. Bikes are considered to be the favorite among
Premium Motorcycle Bajaj Auto Suzuki
Executive Summary Thai motorcycle industry entered in Thailand since 1964. There are four main players in this industry including Honda‚ Yamaha‚ Kawasaki‚ and Suzuki. Even there are not much competitors but the competition among them are fierce. Thai market for motorcycle is in maturity stage. This makes the players have to use strong strategies to possess market share. The dominant player in this industry is Honda For customer analysis‚ among four leader players they quite focus customer similar
Premium Motorcycle Suzuki
Final Assignment INTERNATIONAL MARKETING 08/01/2013 1 SUMMARY: Introduction 1) Industry Analysis a. Definition of the industry b. Market trends in the last three years c. Economic structure d. Basic business model 2) Description of the company a. Main product b. Main geographical market 3) Marketing Mix a. Main competitors b. Analysis of the marketing strategy c. Analysis of the marketing mix d. Main environmental and market reasons behind the strategy e. Propositions 4)
Premium Motorcycle Harley-Davidson Marketing
time. The image of the couple in casual clothes riding a black Yamaha Nouvo scooter in downtown HCMC was widely seen in newspapers and magazines. Scooter riders seen in downtown HCMC. Vietnamese consumers have an increasing preference for scooters. This actually gave free publicity to Yamaha. Sales of the Yamha Nouvo scooter have rocketed in Vietnam as this scooter has become a fashion for not only women but also men. Yamaha ’s good business has led to other motorcycle makers to enter
Premium Motorcycle Factory Vietnam
Business analysis of Ducati Motor Holding S.p.A. February 13‚ 2011 This analysis will focus on three famous motorcycle brands - Ducati‚ Honda and Yamaha which have been operating in the motorcycle business for decades. Competition in the industry is high and in order to succeed manufacturers have to manufacture premium quality motorcycles for the same target group. At first sight it might seem that the three brands are identical but a more detailed analysis indicates that there are significant
Premium Motorcycle Honda