Download or read book Consumer Perception of Internal Brand Extension written by Victoria Homeier and published by GRIN Verlag. This book was released on 2018-01-08 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.
Download or read book Brand Stretch written by David Taylor and published by John Wiley & Sons. This book was released on 2006-02-08 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them. Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.
Download or read book Brand Extension written by and published by . This book was released on 2003 with total page 91 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Brands and Brand Management written by Barbara Loken and published by Psychology Press. This book was released on 2023-04-28 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.
Download or read book The effect of branding on the development of a company with an example of Puma written by Andreas Schutt and published by GRIN Verlag. This book was released on 2011-08-19 with total page 59 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,0, University of Applied Sciences Essen, language: English, abstract: On the one hand, brands can increase a company’s value significantly or even represent the company itself. On the other hand, consumers want to take over the image of a brand and identify themselves with the characteristics carried by the brand. This goes along with the need of having branded goods as a mark of status and belonging. Therefore, companies need to focus on strengthening their brand image and brand equity in order to succeed on the market and diversify themselves from their competitors. However, the question is, are the efforts in creating a strong brand image and high brand equity justified when thinking about the impact on the consumer? Why are so many companies focusing on image instead of paying attention to the quality of their products? And why do so many companies spent money on sponsoring sports teams instead of investing in the improvement of their product’s characteristics or developing new innovative products? In order to get into the topic, this case study will have a look at Puma as a concrete example of how branding affects a company. The intention of this case study is to point out how Puma achieved the way from a shoe manufacturer to a well-known lifestyle brand by looking at the creation of a brand image on the one hand and an increase in brand equity on the other hand. - Does a positive brand image have an influence on a company’s turnover? - Does a high brand equity influence a company’s economic development or does a positive development of a company increase its brand equity? - Do brands have an effect on consumer’s buying behaviour?
Download or read book A Study on Consumer Perception and Brand Extensions written by Rambabu Lavuri and published by . This book was released on 2019 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: To build a strong Brand image in mind of customer is one of the major challenging task to the companies for successes of their business, and also its helps to retaining the customer towards their existing brands. A strong brand having customers trust towards the company. And its create expectations and feelings about product and services in customer mind, a strong brand extensions always help to the firm for establish customer loyalty, The major objective of this paper is to analyze the consumer perception on brand extensions. For that a structure questionnaire was used to measure the consumer perception, with sample size 417 respondents and tested via descriptive statistics, percentages ANOVAs. The results of the study showed that there is strong impact of Brand extensions on consumer perception.
Download or read book Global Brand Strategy written by Sicco Van Gelder and published by Kogan Page Publishers. This book was released on 2005 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A triumph...the definitive work on the subject. Should be obligatory reading for academics and practitioners alike." Simon Anholt, Chairman, Earthspeak, and author of Brand New Justice "His analyses are accurate and enlightening, explained in a clear concise fashion without being unduly simplified for advanced marketers." Jack Yan, CEO, Jack Yan and Associates "A wonderful piece of work, extremely comprehensive and should provide an invaluable guide for brand management and development." K.N. Tang Emeritus Chairman ACNielsen Asia-Pacific "His contribution to global brand strategy is a considerable one, marrying as he does an in-depth knowledge of how brands work to a keen awareness of cultural particularities." The Journal of Brand Management The purpose of this book is to clarify for brand managers what they must consider when managing their brands across diverse cultures and markets throughout the world. Each brand has its own particular assets and vulnerabilities when it comes to extending across geographic and cultural borders. Brand managers can find themselves faced with a multitude of complex issues, not least the language barrier. Global Brand Strategy is the first book to provide a rigorous analytical framework that can be used comparatively across markets to reveal how to extend the brand and realise its true value. Contents include: *The brand environment *The brand expression *The brand domain * The brand reputation *The brand affinity *The brand recognition *Local brand management *Harmonising a global brand *Extending a global brand *Creating a new global brand. Containing a wealth of analytical models, real-life examples and global case studies, Global Brand Strategy will provide fresh insights for managers and students alike into how to ensure the success of extending a brand globally.
Download or read book Brand Extension and Cognitive Style and their Impact on the Consumers Evaluations written by Jana Defontis and published by GRIN Verlag. This book was released on 2020-08-24 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Kaiserslautern, language: English, abstract: The purpose of this seminar work is to give an overview of existent research findings on brand extension and cognitive style and to examine what impact style of thinking has on consumers evaluations of brand extensions. Brand extension constitutes a common marketing strategy for entering into new segments and leveraging brand equity by expanding a brand, both, within and beyond the parent brand's product category. This strategy is often employed by management for leveraging existing brand beliefs and the overall image of the parent brand towards the newly launched product and thereby it is saving expenses with respect to measures for market launch considering advertising or price promotions, for example. Considerable effort in research has been conducted in exploring and understanding the success factors of brand extensions, with brand extension fit being identified as one of the main drives for an extension to succeed. In this context, a high brand elasticity is likely to result in more favorable evaluations for brand extensions in distant product categories. However, these findings cannot be generalized. Instead, it was found that the brand concept of the parent brand can significantly influence the elasticity and thus also the evaluation of the brand extension . In this respect, a distinction is generally made between two different brand concepts, namely prestige and functional.
Download or read book Consumer Behavior in Practice written by Eugene Y. Chan and published by Springer Nature. This book was released on with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book The Science and Art of Branding written by Giep Franzen and published by Routledge. This book was released on 2015-02-12 with total page 843 pages. Available in PDF, EPUB and Kindle. Book excerpt: This innovative work provides a state-of-the-art overview of current thinking about the development of brand strategy. Unlike other books on branding, it approaches successful brand strategy from both the producer and consumer perspectives. "The Science and Art of Branding" makes clear distinctions among the producer's intentions, external brand realities, and consumer's brand perceptions - and explains how to fit them all together to build successful brands. Co-author Sandra Moriarty is also the author of the leading Principles of Advertising textbook, and she and Giep Franzen have filled this volume with practical learning tools for scholars and students of marketing and marketing communications, as well as actual brand managers. The book explains theoretical concepts and illustrates them with real-life examples that include case studies and findings from large-scale market research. Every chapter opens with a mini-case history, and boxed inserts featuring quotes from experts appear throughout the book. "The Science and Art of Branding" also goes much more deeply than other works into the core concept of brand equity, employing new measurement systems only developed over the last few years.
Download or read book Digital Marketing and Consumer Engagement Concepts Methodologies Tools and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Download or read book Shedding the Stigma written by Dan Fawcett and published by . This book was released on 2020 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: There exists an abundance of marketing literature centred on how everyday brands can successfully execute brand extensions into new or similar categories to their parent brand. The majority of this research body focuses directly on the parent brand's influence on the extension, such as how an extension benefits from being associated with a renowned brand, the emotional attachment from loyal consumers, and the immediate equity generated by consumer familiarity with the parent brand's experience overall. A starting assumption of such work is the success of the parent brand. While this type of brand extension has received important attention, there is considerably less understanding of brand extensions from brands that are negatively evaluated, that launch extensions outside of their core category. In such cases, the brand extension may contradict or rival that of the parent's core business. In effect, this is exactly the case when brands operating in stigmatized industries such as gambling, alcohol, or cigarettes attempt extensions into comparatively-more upstanding categories. Examples of such circumstances include that of oil companies pursuing greener or more sustainable products, or cigarette manufacturers offering reduced-harm or smoking cessation solutions under different brand extensions. In response to environmental sustainability efforts, pro-health movements, and other social issues, stigmatized brands operating in the gambling, oil, or tobacco industries must evolve to stay relevant with increasingly critical consumers. Their actions are likely to be met with consumer scepticism, with the potential of the core stigma of their past and current operations transferring to comparatively virtuous commercial attempts, including that of a brand extension. Scant marketing literature exists to understand how consumers may evaluate virtuous or upstanding extensions by stigmatized brands. That is, an extension intended to rival or oppose the stigmatized category in which its parent-brand operates, and where its notoriety and stigma has principally been formed. This research explores the complexities of comparatively virtuous brand extensions (CVBEs) by stigmatized parent-brands and examining how extant research on successful brand extensions applies in this scenario. Specifically, I examine the dynamics of commonly-accepted brand extension success drivers in the context of a stigmatized brand attempting comparatively virtuous extension. The drivers themselves range from material measures such as marketing support and retailer acceptance, to more perceptual measures that connect the parent brand to the extension such as degree of 'fit', authenticity perceptions, and parent brand conviction and experience. Extant literature suggests that successful brand extensions are heavily influenced by a downward influence of the successful and positively perceived parent brand on the extension. In the case of this study, given the stigma associated with the parent brand, one must assume that no positive association would be transferred, jeopardizing the success and consumer perception of any extension attempt. This relationship also builds on the concept of brand stigma and the role it plays on extensions by stigmatized brands. By way of qualitative methods leveraging archival data, the findings show that the drivers of brand extension success based on the renown of the parent brand differ in the way they are represented for stigmatized brands and CVBEs. Most importantly, the relationship differs in the direction of the influence, where a CVBE viability depends on the influence it has on the parent brand. That is, how the extension's positioning and overall marketing message is leveraged by the parent brand. This introduces a new relationship to our current understanding of brand extensions: an extension's upward effect on the parent, with the study's findings indicating such a brand extension can work as a vehicle to de-stigmatize the parent brand. This concept contrasts the extant literature which has mainly posited the downward influence of the parent brand on the extension.
Download or read book Identity Based Brand Management written by Christoph Burmann and published by Springer Nature. This book was released on 2023-03-13 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.
Download or read book The Routledge Companion to Contemporary Brand Management written by Francesca Dall'Olmo Riley and published by Routledge. This book was released on 2016-07-15 with total page 818 pages. Available in PDF, EPUB and Kindle. Book excerpt: The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.
Download or read book Economic and Business Management 2022 written by Bogdan Lent and published by CRC Press. This book was released on 2023-04-04 with total page 316 pages. Available in PDF, EPUB and Kindle. Book excerpt: Due to the impact of the epidemic in recent two years, the world economy has suffered great fluctuations. "Digital Finance", "Internet Finance" and "Science and Technology Finance" have gradually become hot spots in the industry, while enterprise development is also facing more challenges and difficulties. How should enterprises face the new situation and transformation? Economic and Business Management 2022 discusses the topics below: Economics: Marketing; Finance and Securities; Regional Economic; Tourism Economy; Economic Theory; Ecological Economy; Resources Economy; E-Commerce/Ebusiness; Finance and Tax. Business Management: Human resources; Market management; Sales management; Business management; Quality Management; Production management; Cultural system and mechanism; Fund management. The book is of interest to academics and professionals involved or interested in the fields mentioned above.
Download or read book Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity written by Dilip Doraiswamy and published by . This book was released on 2011 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Over the past two decades, the retail landscape has experienced remarkable changes due to macro- and micro-environmental forces. Many industries, including textile and apparel businesses have shut down their facilities and some have modified their strategic plan to withstand the global economic recession. One of the important marketing strategies utilized by major retailers to sustain in this economy is brand extension. While several studies have examined the effect of brand extension on brand equity, very few have investigated the parent core brand concept once the brand extension has been introduced. Considering both the paucity of research and potential financial maximization to be gained from such efforts, the overall purpose of the study is to enrich our understanding of the impact of brand extensions on the parent core brand concept and brand equity in the context of apparel. Specifically, the current study also seeks to examine whether consumers' perceived fit moderates the effects of different types of brand extensions and consumers' evaluations of the parent core brand concept and brand equity after the extension. Data were collected from a convenience sample of undergraduate students between the ages of 18 to 26. The final sample consisted of 240 college students. Of these, approximately 91% were female, approximately 65% were Caucasians, and the average age category was 18 to 23 years old. Different statistical analysis techniques (e.g., multiple regression, paired sample t-test, one-way analysis of variance) were employed to test all hypotheses. Results revealed that there are positive relationships among consumers' initial evaluations of the parent brand equity, their attitudes toward the extensions, and their post extension evaluations of the parent core brand concept and brand equity. Results further showed that brand extension strategies (horizontal vs. vertical) have an impact on consumers' post extension evaluations of the parent core brand concept and brand equity. The study's findings also advance the brand literature in that consumers' perceived fit moderates the relationship between brand extension strategy (regardless of the types of extension) and consumer' post extension evaluations of the parent core brand concept and brand equity. Implications are provided. Limitations and future research directions are also discussed."--Abstract from author supplied metadata.
Download or read book Interdisciplinary Perspectives on Social Sciences written by Georgeta Raţă and published by Cambridge Scholars Publishing. This book was released on 2014-03-17 with total page 375 pages. Available in PDF, EPUB and Kindle. Book excerpt: Interdisciplinary Perspectives on Social Sciences is a collection of essays on educational issues confronting educators and researchers from three continents (Africa, Asia, and Europe). The essays are grouped into three sections. The first, “Human Resources Management”, discusses issues such as consumer innovativeness, employee expectations, enterprise competitiveness, the global economy, human resources, internet advertising, job performance, the labour market, privatisation policies, profitability, transformational leadership, and work behaviour. The second part, “International Relations”, encompasses topics such as administrative reforms, elections, EU enlargement, mass media, migration, nationalism, and totalitarian thought, while the third, “Sociology”, looks at divorce, everyday life practices, the family structure, feminism, gender issues, the legalisation of prostitution, and women’s rights. The book will appeal to educators, researchers, and students involved in social sciences.
