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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sustained future revenues to their owner. The value directly or indirectly accrued by these various benefits is often called brand equity (Kapferer, 2005; Keller, 2003). A basic premise of brand equity is that the power of a brand lies in the minds of consumers and what they have experienced and learned about the brand over time. Brand equity can be thought of as the "added value" endowed to a product in the thoughts, words, and actions of consumers. There are many different
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Hyundai Branding Strategy The Hyundai brand is not unknown even to a layman. The company has managed to permeate the minds of the people with exceeding diligence. Hyundai has embraced many marketing techniques to build its brand image globally. "Creating Happiness" was the tag line of one of its campaigns, which it had undertaken for brand building. This is not just a tag line but the company indeed endeavors to make it happen likewise. This was the tag line it had embraced for one of its campaigns
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Mountain Man Beer 2/24/11 To: Mountain Man’s senior management team From: 1336226, branding consultant Subject: Proposal to Create Mountain Man Light The decision that Mountain Man Beer Company currently faces is whether to extend its brand name to include a light beer, Mountain Man Light. My position on this decision is that Mountain Man Beer Company should not participate in this extension. It is true that financially the light beer market looks attractive. “Over the previous six years
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Leverage Buyout A leveraged buyout (LBO) occurs when an investor, typically a financial sponsor, acquires a controlling interest in a company's equity and where a significant percentage of the purchase price is financed through leverage (borrowing). The assets of the acquired company are used as collateral for the borrowed capital, sometimes with assets of the acquiring company. Typically, leveraged buyout uses a combination of various debt instruments from bank and debt capital markets. The bonds
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investors seek venture capitalists to provide more financial backing. Venture capitalists are a group of business that provides funds to early stage, high potential, high risk growing startup companies. The venture capitalist makes money by owning equity in the companies that they invest in. Venture capital is attractive for new companies with limited operating history that are too small to raise capital in the public market. Venture capitalists are typically very selective in deciding what to invest
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CO-BRANDING OF CREDIT CARDS: AS A TOOL FOR CUSTOMER ACCQUISITION Contents CO BRANDING: .......................................................................................................................................... 3 INTRODUCTION: ....................................................................................................................................... 3 TYPES OF CO BRANDING: .............................................................................................
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Preference Shares The shares carrying priority to payment of dividend are called preference shares. The right to a dividend, usually expressed as a percentage of the nominal value of the share is cumulative preference share or non-cumulative preference share. Cumulative preference share is where the dividend in one year are cumulated from year to year until they are all paid. In the case of non-cumulative preference share, the dividend is payable only out of available profits of the particular year
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DIESEL case study “Branded hedonism” Enric Gili Fort | ID520 Communication Planning | Fall 2005 | Institute of Design, IIT Enric Gili Fort Design Planning track ID520 Communication Planning Fall 2005 Institute of Design, IIT Chicago, IL 2 Table of contents 1. Era Analysis 4 • Era analysis • Competitive Analysis 2. Brand portfolio architecture 10 3. Brand identity beyond names and marks 12 4. Communication approaches and assets 16 •Identifying communication
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served as brand confidant to marketers for some of the world’s most successful brands, including Disney, Ford, Intel, Levi Strauss, Nike, Accenture and Starbucks. He wrote the textbook Strategic Brand Management: Building, Measuring and Managing Brand Equity and co-authored with Philip Kotler the textbook Marketing Management. KEITH RICHEY is an independent consultant working in New York. He holds a joint Master’s degree in Global Media and Communication from the University of Southern California
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