of the brand 2. Rank of the bra nd in its product category 3. Similarity of the extension to the parent brand 4. Reputation of the firm Brand Associations 1. Quality of the brand 2. Attitude towards the brand 3. Satisfaction from the brand 4. Rate of return from the brand 5. Usage level of the brand 6. Level of stock of the brand. Brand Attributes 1. Packing of the brand 2.
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The current issue and full text archive of this journal is available at www.emeraldinsight.com/1355-5855.htm Brand extension: using parent brand personality as leverage Angelina Nhat Hanh Le and Julian Ming Sung Cheng Business Administration Department, National Central University, Chung-Li City, Taiwan, Republic of China Brand extension 599 Yueh Hua Lee Department of Business Administration, Tamkang University, New Taipei City, Taiwan, Republic of China, and Megha Jain Department
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DAYANAND SAGAR BUSINESS SCHOOL BANGALORE ASSIGNMENT OF PRODUCT & BRAND MANAGEMENT ON SUCCESSFUL AND UNSUCCESSFUL BRAND EXTENSIONS SUBMITTED TO- Mr. Sai Ganesh SUBMITTED BY –Khushbu Roy DSBSPGDM09022
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AND BRAND EXTENSIONS To facilitate the discussion, it is useful to establish some terminology. When a firm introduces a new product, it has three main choices as to how to brand it: 1. It can develop a new brand, individually chosen for the new product. 2. It can apply, in some way, one of its existing brands. 3. It can use a combination of a new brand with an existing brand. A brand extension is when a firm uses an established brand name to introduce a new product. When a new brand is combined
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Brand extension, or using a brand that is already set in the market to join a new product category is a method that is often used in order to diminish the risks of introducing a new product. Choosing a right strategy when expanding a product category is primordial for a company. Introducing a new product carries many risks and costs: it is costly because the development of a new product always entails many expenses, such as marketing, and it is dangerous because it is very hard to predict consumer
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INTRODUCTION……………………………………………………………………………...5 LITERATURE REVIEW………………………………………………………………...........6 BRAND EXTESNSION………………………………………………………………………..8 TYPES OF BRAND EXTENSION……………………………………………………............9 HORIZONTAL EXTENSION………………………………………………………………….9 VERTICAL EXTENSION……………………………………………………………………...9 NEED AND ADVANTAGES OF BRAND EXTENSION…………………………………….11 DISADVANTAGES OF BRAND EXTENSION STRATEGY……………………………….12 CRITICAL OBSERVATION…………………………………………………………............14 CONCLUSION…………………………………………………………………………………15
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Analysis IB209 - Individual Assessment 2. Drivers of Brand Extension Success by Franziska Volckner & Henrik Sattler. Student ID: 0706335; Word count: 1837 Before we begin, we must first make a distinction between the concepts of “product” and “brand”. A ‘product’ is defined as a service or a good that can be offered to the market for consumption/purchase. An example of a product would be e.g. a Television set (good) or a Music concert (service). Brands on the other hand, exist to help consumers differentiate
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Brand Name or Brand Umbrella (marjonel and fatima) Customers used to a brand would take the other product under the same of it and the same level of quality and provide similar type of satisfaction to them. Brand It is defined as “a set of images and associations linked to a commercial product”. Brand Special Features * Brand distinguishes the product from similar other products. * Brand creates specific customer needs and expectations of their fulfillment. * Brand
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Brand extension: the body shop(interesting name, everybody have a body)Emphasis on communication(Think about global customers) Why would the brand extend Beauty with heart What the brand stand for (Armani has got hotel) SWOT Competitors Skin care, body care, Consumer Threats Be more precise Specific what is about Origin things Ethical economics Cosmetics or body care Skincare is something else Forecast tight the belt Value for money Why choose the body shop- How should they
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Attitude Towards Brand Extensions: An Integrative Model and Research Propositions Sandor Czellar1 University of Geneva 1 University of Geneva, Section HEC, 40, boulevard du Pont-d’Arve, 1211 Geneva 4, Switzerland. 00 41 22 705 8114 (tel), 00 41 22 705 8104 (fax), czellars@hec.fr (email). 1 Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based
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