Brand and category design consistency in brand extensions Yi Sheng Goh Institute of Creative Industries Design‚ National Cheng Kung University‚ Tainan‚ Taiwan‚ and Veena Chattaraman and Sandra Forsythe Department of Consumer Affairs‚ Auburn University‚ Auburn‚ Alabama‚ USA Abstract Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers’ product attitudes
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ALI BHUTTO INST OF SCI & TECH KARACHI At 02:10 19 October 2014 (PT) Are social media replacing traditional media in terms of brand equity creation? Manfred Bruhn Verena Schoenmueller Daniela B. Schäfer Article information: To cite this document: Manfred Bruhn Verena Schoenmueller Daniela B. Schäfer‚ (2012)‚"Are social media replacing traditional media in terms of brand equity creation?"‚ Management Research Review‚ Vol. 35 Iss 9 pp. 770 - 790 Permanent link to this document: http://dx.doi.org/10.1108/01409171211255948
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keller (2009)‚ suggests that brand extension is the introduction of new products into a market by a company‚ under an already existing strong brand. This could be an extension of the brand or may not have anything to do with the existing brand. An existing brand that gives rise to the brand being extended is known as the parent brand. There are advantages and disadvantages involved in brand extensions. David A. Aaker though limits brand extension to “the use of a brand name established in one product
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Emami Ltd.‚ one of the fastest growing personal and health care companies from INDIA is a part of the diversified Emami Group of Companies‚ with business interest in paper‚ writing instruments‚ information technology‚ healthcare services and real estate. Emami has come a long way since it started in 1974 as an enterprise dedicated to beauty and personal care. Today‚ it is one of the premier FMCG companies in India with a group turnover of US$ 200 million. Emami products are available in 53 countries
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Rebuilding the Brand Strategy of L’Oreal for Men in Mainland China Chao Li Dissertation 17 October‚ 2008 Declaration Student Agreement: I understand that the Oxford Brookes University has the non-exclusive right to electronically store‚ copy or translate my thesis/dissertation‚ in whole or in part‚ for the purpose of future preservation
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The Equity Theory of Motivation What is it? It is the theory that goes forward and tries to explain the relational satisfaction in terms of understanding of the fair distribution of the resources with the various interpersonal skills. Also known as the justice theories‚ the theory was found by John Stacey Adams‚ who maintained his pool of thought where employees who were searching for the maintenance of equity between two inputs that bring the jobs and the regular results that they will be
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emerging brands A perspective from… Havaianas’ Afonso Sugiyama The president of Alpargatas USA‚ the parent company of flip-flop brand Havaianas‚ Afonso Sugiyama talks to Pip Brooking about the challenges of exporting Brazil’s best loved brand to a global audience The Havaianas brand has something most brands could only dream of – 100% awareness in its home market. However‚ that also places limitations on further growth. The brand has been growing organically outside Brazil‚ driven
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Faculty of Business & Law MASTER OF INTERNATIONAL TRADE AND FINANCE BRAND AND BRAND VALUATION FOR VIETNAMESE ENTERPRISES: CURRENT SITUATION AND SOLUTIONS STUDENT: DANG HAI YEN Student ID: 77090531 Dissertation Supervisor: PHAM XUAN HOAN 2010 - 2011 FACULTY OF BUSINESS AND LAW MAITF VIETNAM ASSIGNMENT HAND-IN FORM I certify by my signature that this is my own work. The work has not‚ in whole or part‚ been presented elsewhere for assessment. Where material
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PRIVATE EQUITY – A VIABLE ALTERNATIVE SOURCE OF FUNDING FOR GHANAIAN SMEs By Joseph Ciici Arthur Ghana’s workforce is predominantly employed by the informal sector. This sector of our economy is largely made up of Small and Medium scale Enterprises (SMEs) and sole proprietorships (“one man business”). This is confirmed by available data from the Registrar General which indicates that 90% of companies registered in Ghana are SMEs. Over time‚ this target group has been identified as the catalyst for
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because company intended RedBull to be drank whenever consumers needed a lift‚ whether it was morning noon or night. This way Redbull consumption would not be limited to certain occasions or activities. 2. The primary key for RedBull Student Brand Managers was that they had to explain the products benefits and encourage customer to drink full can for maximum benefit. 3. Management team in the U.K. altered RedBull marketing formula in three ways: marketed RedBull as sports drink; did not
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