REPORT ON “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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it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors. In addition‚ brands can become diluted as product or service offerings become commodities. When a brand loses meaning and relevance to target customer‚ a new brand promise should be defined so the brand can be repositioned. TYPES OF BRAND RE-POSITIONING Brand Re-positioning Brand re-positioning is changing the positioning of a brand. A particular positioning statement
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STRATEGIC MANAGEMENT Apple‚ Inc. Strategic Management Case Analysis Kait Vinson 4/18/2011 Vinson |1 STRATEGIC MANAGEMENT CASE ANALYSIS: APPLE INC. SECTION ONE: CORE PROBLEMS & ISSUES In the transition from Apple Computers‚ Inc. to Apple Inc. over the past decade‚ the company has faced many problems with its strategy in regards to navigating the personal computer industry. Some of the initial problems included the fact that all of the company’s computer products ran on different operating
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original products. Secondly‚ nothing but the brand. A lot of people buy clothes only because it’s Louis Vuitton‚ Burberry or Ralph Lauren‚ boots because it’s Jimmy Choo’s or Louboutin or electronics from Apple and some of them are paying only for the trademark but the rest is conscious that if they pay more they will have not only original product with signature that everybody will recognize but also best quality product. It’s not accidental that some brands are more expensive then other‚ they have renown
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Signatures and Apples: Children Claiming Identity A young girl and boy take their first steps toward forging their identities. In Julia Alvarez’s “Dusting‚” a girl decides that she wants to be more than a diligent housekeeper like her mother. In Alberto Rios’s “In Second Grade Miss Lee I Promised Never to Forget You and I Never Did‚” a boy catches his first glimpse of romantic love by listening to his unconventional teacher. Both of these children learn important lessons about life from
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The wella brand We unite people who are passionate about hair‚ in the quest for moments of hair triumph. For us‚ it ’s all about hair. From the beginning it was always like that. Everything inspired by our love of hairdressing to innovate‚ inspire and enable what we call moments of hair triumph - every day. Professional hair is our reason to be‚ the stylist our creator‚ and the consumer our muse. With the stylist we make beauty dreams come true on the stage of life. Igniting the expertise
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IKEA has created a global brand focused on low prices and contemporary designs. In 2009‚ Interbrand ranked IKEA 28th on its list of the top 100 global brands (# 35 in 2008 indicating 10% increase in brand value over just year). IKEA’s success is attributed to its vast experience in the furniture retail market‚ its product differentiation and cost leadership. The brand Ikea has become iconic in consumers’ minds. CEO‚ Anders Dahlvig‚ states “the awareness of our brand is much bigger than the size of
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Phil Kwon Scent of Apples The short story Scent of Apples highlights the class stratification in the Filipino community. In order to illustrate this‚ Santos foils the character of the traditional Filipino farmer‚ Fabia‚ to the main character who is from the Islands. It was interesting to see how blind the Filipinos in America were‚ to the situations present in their own country. It was as if their traditions‚ stories‚ and lifestyles were lost when they moved to the United States. Filipina exemplifies
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Methods of Brand Valuation The various methods of brand valuation can be placed into four categories: (1) cost-based approaches; (2) market-based approaches; (3) income-based approaches; and (4) formulary approaches incorporating future benefits or comparative advantages. Cost-based Approaches This method considers the costs involved in creating the brand through the stages of research and development of the product concept‚ market testing‚ continued promotion during commercialization
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leather and canvas. Most of these raw materials are available in the countries where the manufacturing takes place‚ however most of the development of the technology takes place in the United States. Nike is a successful and popular brand. It spends US$1 billion on marketing the brand each year‚ this is equal to ten per cent of the brand’s total revenue Below is an example of a slogan of one of the critics of Nike. Oxfam Australia has been campaigning for thirteen years to get Nike to make sure
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