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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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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Business and Strategy Wal-Mart Stores Inc. operates retail stores in various formats worldwide. The Walmart U.S. segment includes the Company’s mass merchant concept in the United States ("U.S.")‚ operating under the "Walmart" or "Wal-Mart" brand with various formats‚ including supercenters‚ discount stores‚ Neighborhood Markets and other small stores‚ as well as walmart.com. Their ability to develop‚ open and operate units at the right locations and offer value and service to customers largely
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The Lowest Price is Unethical The worldwide corporation name‚ Wal-Mart‚ is best known for its endless selection of products for sale and their everyday lowest prices in town. Unfortunately these attractive characteristics arise from the act of breaking 18th century philosopher’s ethical theories. Wal-Mart is guilty of using their employees and suppliers as a mere means to an ends for the highest corporate profits possible each quarter. Their practices alienate their employees from their work efforts
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and again it differs from the traditional items. So our objective is to develop a “New Brand” for the environment friendly jute products in Europe to create a unique brand position in the consumer’s mind and to create enormous demand for it. Scope: This report was prepared for and approved by our Marketing 465 Faculty Mr. Galib Mohiuddin (KGM). The report covers the entirety of developing a new brand for the jute product of our country which is environment friendly‚ green and natural fibers
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POLYTECHNIC OF NAMIBIA SCHOOL OF MANAGEMENT DEPT. OF BUSINESS MANAGEMENT RESEARCH METHODOLOGY (RMA411S) ASSESMENT 1 Student name: Rachel N. Nuukunde Student number: 201030020 Lecturer: Dr. Geoffrey Nambira Due date: 10 March 2012 at 10h00pm Table of contents Pages 1.1 Topic of the study 3
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Is Walmart Good for America? Walmart is very bad for America in many different ways. America’s economy is already moving at a very slow rate and Walmart is not helping it. They are however helping China’s Economy. Walmart brings in 100 million Americans every week with their "every day low prices". Walmart depends on China to make most of their products because the manual labor there is cheaper. In an article written by Robert E. Scott he writes‚ "It has also repressed
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| Wal-Mart’s Diversity | Course Research Paper | | Alicia B. Clennan | 647 Pilgrim Dr.San Antonio‚ TXaliciaclennan@yahoo.com210-912-4537GM 591: Leadership and Organizational BehaviorProfessor Marco Faggione | 12/12/2010 | Wal-Mart’s Diversity Introduction The organizational that will be the topic of discussion in my final project paper is Wal-Mart Corporate. Wal-Mart was founded in 1962‚ with the opening of the first Wal-Mart discount store in Rogers‚ Ark. The company incorporated
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Critical Response: The Wal-Mart Effect: Poison or Antidote For Local Communities In The Wal-Mart effect: Poison or Antidote for Local Communities author Terry J. Fitzgerald attempts to submerge to the bottom of the issues people have with Wal-Mart. He does so by using results from Wal-Mart’s effect by entering non Wal-Mart counties economy’s. He uses the research to show that Wal-Mart doesn’t affect a community as much as most think. However‚ no matter what side of the issue you fall
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