Managing Brand Extensions Brand Mix ▪ Definitions ▪ Breadth and Depth of Brand Mix Brand Extensions ▪ How to make brand extensions? ▪ Advantages and disadvantages ▪ Examples 1.2 A company may have more than one brands in different product categories It is critical that the firm can help consumers understand its products and services and organize them in their minds. The brand-product matrix help to characterize and formulate branding strategies by defining various relationships
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question of which internationalization strategy must be pursued to access the luxury fashion product market should be raised. A Benchmarking analysis was carried out for the purpose of identifying best commercial performances of leading worldwide Brand names to determine the marketing planning strategy. Results show the companies’ recognition of a globalised luxury and the discovery of a global market niche with huge growth potential, such as luxury handbags, make us state that there are still
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DETAILS: MUSIC BRAND ANALYSIS (worth 50% of overall module mark) School: Media, Culture and Society Module: Identity, Opportunity & Exploitation / MUSC10007 CRN600 Year: 4 Semester: 2 Due: 03 April 2015 Assessment Description: For this assessment you are required to write a brand analysis for a music brand of your choice. Choices must be submitted to and approved by the lecturer via email NO LATER THAN 5PM 04 MARCH 2015. If you have not submitted a brand for approval by this
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Engaging with our customers - A fresh approach The Brief • How does the Greggs brand remain relevant across key consumer life stages? – Environmental scanning – Segmentation, targeting & positioning – Marketing Strategy Strategy Insight Customer Segmentation Format • • • • • • Our roles A little bit about Greggs... Insight: Trends and influences Customer Segmentation Marketing: Communicating to our customers Questions Greggs: The Trading Team Or try using
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The Situation Analysis - Absolut Vodka Introduction This report will investigate the current marketing environment of Absolut Vodka brand (Pernod Ricard Group) within the wine and spirits industry by combining a SWOT and TOWS analysis to identify and explore key matters surrounding strategic marketing internally and externally of this brand within the UK market. SWOT Analysis – Pernod Ricard SA Pernod Ricard is globally known worldwide for their contribution in manufacturing and supplying spirits
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CURIO 20 Question 1 Bajaj’s decision to drop the family name from its brand Pulsar is guided by the need to promote “Pulsar” as an individual brand, independent of its parent company. The name “Pulsar” is reminiscent of a sporty, performance oriented bike, unlike the trustworthy Bajaj, mostly synonymous with the Indian middle class. Such a move is not new in the auto industry. Audi as a brand has garnered tremendous value, but few people associate it with its parent company – Volkswagon.
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article The effects of brand associations on consumer response A. Belen del Rõo   Facultad de Ciencias Economicas, University of Oviedo, Spain Rodolfo Vazquez  Võctor Iglesias  Facultad de Ciencias Economicas, University of Oviedo, Spain Facultad de Ciencias Economicas, University of Oviedo, Spain Keywords Brand image, Brand equity, Consumer attitudes Abstract This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers
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they are not buying the same old Miller Lite hence found their sales considerably low. Several advantages are associated with using the same brand name for products that are new. The brand name being well established, the firm will be able to spend less in developing consumer awareness of the brand and associations for the new products. If the original brand has a strong acceptance from consumer, the perception will translate to other products. When used for complementary products, an increase in
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Brewing Company (MMBC) Case study 1. What has made MMBC successful? What distinguishes it from competitors\ * Brand Loyalty * Older working class, blue collar * Effective marketing * Sales team - "Grass roots" marketing * 70% consumed at home * higher alcohol % * 2. What has caused MMBC’s decline in spite of its strong brand? Think in terms of the beer market in general, as well as the market MMBC serves. * Alternate beverages *
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EXECUTIVE SUMMARY In 1991 we opened our country to foreign brands. As per this liberalization policy many a foreign players ventured into our country finding it a lucrative large mass market. India’s market potential lures foreign companies. Many international companies that ventured in after 1991 are tallying their profits and losses and wondering what the future holds for this market of 950 million people. But India is a diverse country where different states have different consumption patterns
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