Brand extension success factors Problem definition and objectives In a highly competitive environment‚ organizations are convinced that the launch of new products in order to stratify the need of consumers can lead to an increase the success of a company. The strategy of launching new products can be successful but it remains some risks. Indeed‚ the launching from 30 to 35 % of new products has failed. Because of some factors like the high level of advertisement costs and the increasing competition
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to the perfume market is DKNY Pure. As a competitor intending to introduce a similar product into the luxury fashion brand perfume market‚ consumer behaviour has important implications for the design of a successful marketing strategy. This paper will outline which key factors marketers should attempt to influence in the design of a marketing strategy to introduce a new luxury brand perfume to the market. Through the use of product positioning‚ identifying buying groups and the target market‚ extensive
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road to create a strong brand. Part I Mass marketing and great availability of products have accelerated our transformation into a consumer society‚ or the one that exists simply because it buys. People express themselves through what they possesses. However‚ nowadays the product has been replaced by a brand‚ a shopkeeper replaced by advertising. Corporations have become accustomed to the fact that although they produce products‚ what consumers pay for is basically the brand. Enterprises are no longer
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are convinced that Nivea is a local brand‚ a mistake which Beiersdoft‚ the German makers‚ take as a compliment.’ (Quoted on leading brand consultancy Wolff-Olins’ website‚ www.wolff-olins.com) An ode to Nivea’s success In May 2003‚ a survey of ‘Global Mega Brand Franchises’ revealed that the Nivea Cosmetics brand had presence in the maximum number of product categories and countries. The survey‚ conducted by US-based ACNielsen‚ aimed at identifying those brands that had ‘successfully evolved beyond
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Original Article The anatomy of the luxury fashion brand Received (in revised form): 9th September 2008 Antoinette M. Fionda is a PhD student specialising in Luxury Fashion Marketing at Heriot-Watt University. Previously‚ Antoinette worked in both the Fashion and the Luxury Fashion sectors in a variety of areas from design to management and consultancy. Christopher M. Moore is Chair in Marketing and Head of Fashion‚ Marketing and Retailing at Glasgow Caledonian University. Prior to his
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been decided as 200 people covering different sections of the society. No particular type of sample selection is followed considering time and cost constraints. Project title is “Categorical Brand Association of Kurlon in Pune”. The ultimate objective of this Project is to find out awareness of brands in
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Market Forces April 2008 Vol. 4 No. MARKETING MIX & BRAND RESEARCH MARKETING MIX AND THE BRAND REPUTATION OF NOKIA SYED EHTESHAM ALI College of Management Sciences PAF-Karachi Institute of Economics and Technology E-mail: s_ehtesham_ali@hotmail.com Abstract Pakistan’s mobile phone market is growing very fast. The most selling brand in the market is Nokia. A hypothesis was developed that the reputation of a brand is a source of demand and the competitively superior quality image justifies
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Factors influencing successful brand extensions Dr Leif E. Hem Associate Professor Norwegian School of Economics and Business Administration Breiviksveien 40 N-5045‚ Bergen Norway Tel No. Int. Code + 47 55 95 96 85 Fax No. Int. Code + 47 55 95 98 74 email: leif.hem@snf.no Leslie de Chernatony* Professor of Brand Marketing Birmingham University Business School The University of Birmingham Winterbourne 58 Edgbaston Park Road Edgbaston Birmingham B15 2RT England Tel No. Int. Code + 44 121 414 2299
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the Committee on Brand Valuation The Ministry of Economy‚ Trade and Industry The Government of Japan June 24‚ 2002 Contents of the Report Members of the Committee on Brand Valuation Summary The Report of the Committee on Brand Valuation I II Publication of the Report Definition of Brand II-1 II-2 II-3 III Concept of Brand Concept of Brand Value Corporate Brand and Product Brand 5 7 21 22 25 25 25 26 29 29 29 29 31 33 34 34 35 36 36 38 39 40 41 41 43 43 49 58 58 Brand Royalty Fee: Current
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Lacoste: History and Brand Identity Created in 1930 by Rene Lacoste‚ a tennis player‚ the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence‚ the brand won’t extend his product line so much. For instance‚ the polo shirt will be distributed in a unique colour‚ the white. In 1951‚ Lacoste decided to launch three new colours: sky-blue‚ navy and red. This revolution underlines the first steps of the brand out of tennis courts‚ and premises of its diversification’s
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