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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Porter’s Five Forces Analysis on Coach‚ Inc Porter’s Five Forces Analysis on Coach‚ Inc. Introduction: In 1941 was when Coach was first established as a small family run leather goods manufacturing business. Coach was seen as a premium brand that had superior leather goods. In 1980 Coach opened its retail store. In 1985 when Coach was sold to Sara Lee and experienced rapid expansion the company started to include accessories‚ luggage‚ and brief cases. When Karloff joined Coach he thought
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When India attained independence‚ she was no nation‚ she was divided into princely states and provinces; she was backward economically‚ educationally‚ scientifically and even culturally. It needed men of genius and destiny like Gandhi‚ Nehru and Patel to knit her into a nation. Since the dawn of independence‚ we have been striving to solve various problems facing the motherland to make her a united democratic and solvent nation. What we have achieved is praiseworthy‚ what we have failed to achieve
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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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TOP MANAGEMENT OFFICIALS THE GOVERNOR * Chief executive of the Central Bank. Powers and duties are: * To prepare the agenda for the meeting of the Monetary Board and to submit for the consideration of the Board the policies and measures which he believes are necessary in carrying out the purposes and provisions of the Central Bank Act; * To execute and administer the policies and measures approved by the Monetary Board. * To direct and supervise the operations and internal
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Brand ambassadors Brand Ambassador is someone that represents a particular brand in a positive manner and carries the brand message out to the public. The Brand Ambassador position has become more universal as an official job because brand ambassador can help to promote the brand and where many people can discuss the brand. (Ron McDanie‚ 2009) Due to this‚ it may also help to increase the image of the products of the company. Adidas could be considered very successful by using this type of strategy
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consumers that will switch brands or products as soon as the feel the need to do so. What company’s look for in this consumer environment is creating a so-called brand loyalty. This paper will explore the ways companies go about in creating this brand loyalty and it will investigate the circumstances and effects that come with it. It will start of by thoroughly explaining what brand loyalty exactly is. After that an overview of key success factors stimulating brand loyalty will be given and we
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DESCRIPCION DEL SECTOR • La industria textil y de confecciones es uno de los sectores manufactureros de mayor importancia para el desarrollo de la economía nacional‚ por sus características y potencial constituye una industria altamente integrada‚ altamente generadora de empleo y que utiliza en gran medida recursos naturales de nuestro país. • En tal sentido la industria textil y confecciones genera demanda a otros sectores‚ como el agrícola por el cultivo del algodón‚ el ganadero‚ por la obtención
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Brand 1: Coca-Cola Coca-Cola overview “In 1886‚ John Pemberton‚ an Atlanta pharmacist‚ was inspired by simple curiosity when he discovered ‘Coca-Cola’. One afternoon‚ he stirred up a fragrant‚ caramel-colored liquid and‚ when it was done‚ he carried it a few doors down to Jacob’s pharmacy. The mixture was combined with carbonated water and sampled by customers who all agreed that the drink was something special. So Jacob’s Pharmacy put it on sale for five cents a glass. Pemberton’s bookkeeper
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BrandSense Building Brands with Sensory Experiences ™ ©2001 Harvest Consulting Group‚ LLC Harvest Consulting Group‚ LLC BrandSense™ Table of Contents Table of Contents BrandSense™ Introduction A Time for the Senses Recognition and Perception The Sense Connection The Case for Smell Putting the Senses Together BrandSense™ Cases Giving Your Brand Some BrandSense™ Quantitative Analysis: BrandSense Audit™‚ SensePlan™ Conclusion Sources Contact Us 01 02 03 04 05 08 09 11 12 13 14 15
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