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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Revealed: 2013’s top 20 EPC contractors 14/10/13 12:00 PM Revealed: 2013’s top 20 EPC contractors Arabian Oil & Gas Staff ‚ July 17th‚ 2013 1 Petrofac US$12 billion project backlog and constant award momentum sees regional dominance continue for irrepressible EPC giant Despite E&P spending reviews across much of the GCC energy business‚ one firm has continued to outstrip the competition to once again top the Oil & Gas Middle East Top EPC Contractors Annual List. In the period between
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Anholt: Nation Brand !"#$%&’()"&* Beyond the Nation Brand: The Role of Image and Identity in International Relations !"#$%&’%($)* 8.)RUHLJQ2I¿FH3XEOLF’LSORPDF\%RDUG "#$%&’(% !"#$%&’$(#$)(#)*+(‚-.#/%-(0*.-1/-’2(/3(4*)5&)-#"6(.33%7/.#)1(8/#$(#$)(.7#(%4(7*).#/-’(4.9%*.0")( /+.’)3(%4(7%&-#*/)3(#$*%&’$(+.*:)#/-’(7%++&-/7.#/%-3;("/##")()9/1)-7)(3&’’)3#3(#$/3(/3( <%33/0")=(>$/3(<.<)*(1/37&33)3($%8(#$)(‚-.#/%-(0*.-12(7.-(*).""6(0)()-$.-7)1(#$*%&’$(3#*.#)’6;( 3&03#.-7);(.-1(36+0%"/7(.7#/%-3=(?%&-#*6()@
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In Like Water for Chocolate‚ Nacha acts like a mentor and mother‚ changing Tita to view the world through the lens of the kitchen and establishing the centrality of food to the story‚ in addition to demonstrating the cyclical nature of time. Through childhood‚ Tita essentially lived in the kitchen. As a result‚ Nacha‚ being the cook‚ acted as a mentor to Tita‚ teaching her everything relevant to her life: cooking. Because all of Tita’s experiences are tied to the kitchen‚ “for Tita the joy of living
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Brand Equity A brand represents a “name‚ term‚ sign‚ symbol‚ or design‚ or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.” Without a recognizable brand‚ a product is but a mere commodity. It’s more than just a name‚ term‚ symbol‚ etc. – a brand is everything that one company’s particular offering stands for in comparison to other brands in a cate-gory of competitive products. As the value
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MARKETING ENGINEERING FOR EXCEL • CASE • VERSION 1.0.0 Case Pacific Brands: Segmenting Australian Brassiere Consumers By Arvind Rangaswamy 1. Before beginning any case‚ students should familiarize themselves with the model being used. Marketing Engineering for Excel comes with tutorials that demonstrate the capability of each model. The tutorial can be found under each model within the ME►XL menu after starting Excel. These tutorials are designed to work with our OfficeStar examples
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INDIA Population totale (2013) 1 277 803 914 hab. As more people connect to the Internet in India‚ time spent social networking is exploding on sites like Facebook and Orkut. It’s one of the primary motivations for going online. In both rural and urban areas‚ social networking is a key driver of use. The most popular site in India is now Facebook‚ which has seen its market share grow by almost 50% from 2010 and 2011. This article looks at five key social networks in India. 1. Facebook 52million
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brand design + strategy BRAND ASSESSMENT WHAT IS A BRAND? Though a brand is oftentimes mistaken as a variety of different things‚ it’s important to understand its ambiguous nature. A brand is not simply the logo‚ nor the visual identity. A brand is not the product‚ the service‚ the slogan or the advertising campaign. A brand is not even controlled by the company behind it. Rather‚ a brand is a collection of perceptions that reside in the mind of the consumer/customer. It is the gut feeling
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Tip Top Markets The check sheet shows there are 184 customer complaints received during the past 8 Tuesdays. Complaints Number Out of Stock 61 Overcharged 18 Poor Store Maintenance 16 Long check out waiting time 14 Defective products 12 Uncomfortable store temperature 10 Meat not fresh 9 Wrong price/under charged 8 Items not found 8 Unhelpful employees 6 Fish not fresh 5 Others 17 As we can see on the table above‚ the number of out-of-stock complaints is the highest with 61 complaints‚ while
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Brand and category design consistency in brand extensions Yi Sheng Goh Institute of Creative Industries Design‚ National Cheng Kung University‚ Tainan‚ Taiwan‚ and Veena Chattaraman and Sandra Forsythe Department of Consumer Affairs‚ Auburn University‚ Auburn‚ Alabama‚ USA Abstract Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers’ product attitudes
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