“BRAND EXTENSION” IN PARTIAL FULLFILLMENT FOR “SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES” (PAPER NO. 207) IN M.B.A. PROGRAMME OF contents 1. Introduction Of Brand Extension 1.1 What is the Means of brand Extension? 1.2 Types of Brand Extension 1.3 Benefit of Brand Extension 1.4 Risk of Brand Extension 1.5 Characteristics of successful Brand Extension
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Brand Extensions Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company‚ but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product‚ it has the following 3 choices on branding: 1. Developing a new brand for the
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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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IMPORTANCE AND NEED OF BRAND EXTENSION……………………... ANSOFF’S GROWTH SHARE MATRIX……………………………………... TYPES OF BRAND EXTENSION……………………………………………… ADVANTAGES & DISADVATAGES OF BRAND EXTENSION…………… EXAMPLES FROM CORPORATE……………………………………………. CONCLUSION…………………………………………….................................. REFRENCES……………………………………………………………………… 3 4 5 7 9 14 16 17 INTRODUCTION Definition: Brand extension is a marketing strategy in which a firm marketing a product with a well-developed image
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SYNOPSIS Project: Brand extension First semester By: Sanjana Jain (Post graduate diploma Luxury brand management) Title: Four seasons stretching itself into crockery line. Introduction: The project is about brand extension‚ it is a method of conceptualising a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base
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Brand Extensions are an important brand growth strategy The popularity of ‘Brand extensions’ rose since 1990s‚ with the increase in competition and the high costs of developing new brands (Chernatony & McDonald‚ 2002). This concept has been derived by marketers to optimize sales and profits by launching new or modified products under the parent brand name. In definition ‘Brand extension’ is using the leverage of a well-known brand name in one category to launch a new product in a different category
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SETA survey of representatives in Tribunal cases 2008 Research Paper The use of social media in the recruitment process Ref: 03/13 2013 Andrea Broughton‚ Beth Foley‚ Stefanie Ledermaier and Annette Cox (IES) For any further information on this study‚ or other aspects of the Acas Research and Evaluation programme‚ please telephone 020 7210 3673 or email research@acas.org.uk Acas research publications can be found at www.acas.org.uk/researchpapers ISBN 978-1-908370-32-7
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From; Himani Sehgal Deepti Sadana Bharti Bhasin Debashree Ganguly Defining a Service “Any activity or benefit that is essentially intangible and does not result in the ownership of anything. Its production may or may not be tied to a physical product”.(Kotler) The various sectors under the Services Sector in India are construction‚ trade‚ hotels‚ transport‚ restaurant‚ communication and storage‚ social and personal services‚ community‚ insurance‚ financing‚ business services‚ and real estate
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Company Profile Sony is a company that was first started in Japan on the 7th May 1946 by Masaru Ibuka and Akio Morita (wiki‚ 2012). Today‚ they are a company that is famous worldwide for their electronics‚ semi-conductors‚ video games‚ broadcasting‚ cable‚ telecommunication and digital distribution. The PS2‚ the predecessor to the PS3‚ is the highest selling console with over 150million copies (wiki‚ 2012). The PS3 is the 7th generation console along with Wii and Xbox360. Company Vision
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“SONY VAIO” CASE ANALYSIS Name: Kinney Rucker Cohort: North End Date: 24th Jan 2015 Main Issues and objectives of the report: The main issue is: The product manager is having a difficult time to create a finalized marketing plan for Sony’s new VAIO laptops. The heart of the issue is the manager can doesn’t know which segment to target for the VAIO; due to‚ too much information. In December Sony encourage to all product managers to use a new corporate study that segmented consumers on a global
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