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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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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INTRODUCTION………………………………………………………………... IMPORTANCE AND NEED OF BRAND EXTENSION……………………... ANSOFF’S GROWTH SHARE MATRIX……………………………………... TYPES OF BRAND EXTENSION……………………………………………… ADVANTAGES & DISADVATAGES OF BRAND EXTENSION…………… EXAMPLES FROM CORPORATE……………………………………………. CONCLUSION…………………………………………….................................. REFRENCES……………………………………………………………………… 3 4 5 7 9 14 16 17 INTRODUCTION Definition: Brand extension is a marketing strategy in which a firm marketing a product
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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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.3 SCOPE OF THE STUDY The scope of the study in this research is to identify the relationship between job satisfaction and employee attrition in PETRONAS Carigali Sdn Bhd (PCSB)‚ which focuses on the technical job areas employees. This research will also cover on the factors of job satisfaction‚ which are the push‚ the pull‚ as well as the personal factors. There have been numerous studies regarding job satisfaction and attrition intentions worldwide and the results are repeatedly found to
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Scope and limitation System scope and limitations are based on who are the users who will be using the system‚ and assigned modules and reports. Users of the system are the Manager Stock Clerk (SC)‚ and Cashier. Food Service Manager is the one who plan‚ direct‚ or coordinate activities of an organization or department that serves food and beverages. He/She is responsible for the daily operations of the Canteen and Catering services and ensures that customers are satisfied with their dining experience
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“BRAND EXTENSION” IN PARTIAL FULLFILLMENT FOR “SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES” (PAPER NO. 207) IN M.B.A. PROGRAMME OF contents 1. Introduction Of Brand Extension 1.1 What is the Means of brand Extension? 1.2 Types of Brand Extension 1.3 Benefit of Brand Extension 1.4 Risk of Brand Extension 1.5 Characteristics of successful Brand Extension
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INTRODUCTION: The Montessori Professional College International (Imus) branch is now facing problems with regards to monitoring the attendance of the students during school hours. Schools do have students willing to learn to the extent of always attending their classes‚ but in reality we can’t ignore the fact that some of the students do not attend their class to some important reasons and their parents or guardian are not aware of it. As the problem became exceedingly noticeable‚ the researchers
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Hair extensions are one of the few methods to help reach the desired length and also bring a drastic change in your appearance. Hair extensions are yet another beauty craze to get different hair styles instantly. You must have looked at a celebrity and wondered‚ how on the earth does she have such voluminous and flowing hair. Well‚ it is quite possible now to get voluminous‚ wavy‚ long hair styles instantly as different varieties
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Hair extensions uk- extending your confidence Hair extensions uk are a boon to look smart‚ elegant and stylish without damaging our natural layer of hair. Ever wondered how the celebrities manage to keep their hair looking long‚ rich and silky. They look so stunning in their different hairstyles that go so perfectly with their entire wardrobe. Looks contribute to a successful personality. Hair is one of the main contributors. However‚ changing the hair styles on daily basis can lead to loads of
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