Download or read book 35 Case Studies Of Brands That Successfully Entered New Categories written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: With 35 case studies all in one place you’ll save hours of searching on Google. With analysis by brand licensing expert Pete Canalichio, you’ll get a better understanding of licensing strategies and the way brands in other industries have succeeded.
Download or read book Is Your Brand Ready to Stretch into New Categories written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 75 pages. Available in PDF, EPUB and Kindle. Book excerpt: Use a proven scoring system to decide if your brand is ready to stretch, avoid catastrophic failures, know how to get your brand ready to expand and extend if it scores badly and build on your brand’s strengths if it scores well.
Download or read book Breakthrough Licensing from a Manufacturer s Perspective written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 165 pages. Available in PDF, EPUB and Kindle. Book excerpt: Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to perform due diligence, negotiate contracts, and more.
Download or read book Breakthrough Licensing A Disciplined Path to Profitable Brand Extensions written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 153 pages. Available in PDF, EPUB and Kindle. Book excerpt: Takes you through every stage of the process from identifying stretch-ready brands to implementing go-to-market strategies. Find out how to prospect licensees, perform due diligence, negotiate contracts, and more.
Download or read book Brand Licensing Agreement Template written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 87 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fill-in-the-blank templates modeled after Coca-Cola and Newell-Rubbermaid’s standard licensing contracts. Includes guide with call-outs explaining the meaning and benefits of each contract clause. Also included are these four related templates that will save you money and time: 1. Nondisclosure Agreement Template: A 3-page fill-in-the-blank NDA that legally protects your intellectual property. 2. Letter of Intent Template: A 3-page memo to send the licensee. 3. Deal Terms Memo Template: 4-page memo to send the licensee. 4. Licensing Deal Memo Template: What you send to senior management for approval of the deal you want to make.
Download or read book Prospective Licensee Application Template What to Ask Licensees Who Want to License Your Brand written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Know what to ask and how to ask it, eliminate unsuitable licensees quickly, uncover every licensee’s strengths and weaknesses, find the best partner for your brand.
Download or read book Prospective Licensee Application Template Win The License by Acing The Prospective Licensee Application written by Pete Canalichio and published by Brand Alive. This book was released on 2019-01-01 with total page 18 pages. Available in PDF, EPUB and Kindle. Book excerpt: Know in advance what brands will ask you, copy/paste answers into brand-specific forms, get an unfair advantage over competitors, level up your professionalism, and familiarize yourself with how brands think.
Download or read book Tilt the Deal in your Favor How To Negotiate With Licensees written by Pete Canalichio and published by Brand Alive. This book was released on with total page 47 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn proven negotiation strategies, get industry Deal Term Ranges, extract more concessions from licensees, read sample negotiation dialogues and learn how to get past NO in a negotiation.
Download or read book Success Factors of Brand Extension in International Marketing written by Carolin Wobben and published by GRIN Verlag. This book was released on 2006-07-28 with total page 101 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2006 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, University of Hamburg, language: English, abstract: Over the last decades, an increasing number of companies have begun to recognize that their brands are the most real and marketable assets they have developed and thus are a source of competitive advantage (e.g. Aaker 1990, p. 47; Kapferer 2004, p. 233). Through the establishment of brands and brand images, the positioning and diversification of own products towards competitors’ products is supported and an additional value which goes beyond the mere technical-physical characteristics is created (e.g. Keller 1993, p. 2). The capitalization of this brand value through a brand extension strategy defined as “the use of established brand names to enter new product categories or classes” (Keller & Aaker 1992, p. 35) has become the preferred alternative for growth and a guiding strategy for product planners (e.g. Tauber 1988). Thereby, a company uses the equity built up in the names of existing brands, for example to improve the likelihood of new product success or to enhance marketing productivity (Rangaswamy & Burke & Oliva 1993, p. 61). The latter has especially gained importance due to a dramatic rise in costs for introducing new products. Especially advertising expenses have exploded due to the information overflow of consumers and the increasing number of products struggling for their attention. In practice, brand extensions have therefore been the core of strategic growth for a variety of companies. Especially in the last two decades, a strong tendency towards the brand extension strategy has shown compared to the new brand strategy. Whereas in the USA until 1984, the share of extension products in total new product introductions in the fast-moving consumers goods segment was only 40% (Aaker & Keller 1990, p. 27), the share amounted to 90% in 1991 (Rangaswamy & Burke & Oliva 1993). Some brand-owners likeProcter & Gambleeven launched their new products exclusively under established brand names in a period of time (from 1992-1994) (Zatloukal 2002, p. 3). While there have been several successful examples such as the extension of Boss(clothing) to Bossperfumes orCamel(cigarettes) to outdoor clothing, there have also been significant marketplace failures such asHarley Davidsonwine coolers (Aaker 1990; Keller 1998) orLevistailored suits. According to a study by Ernst & Young and Nielsen (1999), there has been an astounding 84% failure rate among brand extensions in some categories.
Download or read book Industry and Firm Studies written by Victor J. Tremblay and published by Routledge. This book was released on 2015-03-26 with total page 385 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fourth edition of this acclaimed text is a rich resource for undergraduate and graduate courses in industrial organization, applied game theory, and management strategy. It incorporates game theory into industry analysis by studying the behavior of successful and failing firms as well as the structure-conduct-performance of particular industries. Chapters address a wide variety of issues concerning industry structure, policy towards business, and the strategic innovations and blunders of individual firms. New coverage of professional sports, soft drinks, distilled spirits, and cigarettes complements revised and updated chapters on airline services, retail and commercial banking, health insurance, motion pictures, and brewing. The book includes firm case studies of General Motors, Microsoft, Schlitz, and TiVo.
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Global Brands written by Teresa da Silva Lopes and published by Cambridge University Press. This book was released on 2007-09-24 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: In a world focused on science and new technology, brands help to explain why several of the world's multinational corporations have little to do with either. Rather they are old firms with little critical investment in patents or copyrights. For these firms, the critical intellectual property is trademarks. Global Brands, first published in 2007, explains how the world's largest multinationals in alcoholic beverages achieved global leadership; considers the predominant corporate governance structures for such firms; and looks at why these firms form alliances with direct competitors. Brands also determine the waves of mergers and acquisitions in the beverage industry. Global Brands contrasts with existing studies by providing a new dimension to the literature on the growth of multinationals through the focus on brands, using an institutional and evolutionary approach based on original and published sources about the industry and the firms.
Download or read book Strategic Brand Management written by Richard H. Elliott and published by Oxford University Press, USA. This book was released on 2011-03-10 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic Brand Management, Second Edition, adopts an innovative socio-cultural perspective that provides students with an understanding of the dynamics of the field and enables them to engage with the issues that lie within. At the same time, the text also integrates more traditional notions of the brand in terms of equity and positioning. The wide experience of the author team--from consulting with industry leaders to teaching demanding MBA and executive development courses--has resulted in a text full of exciting ideas that are firmly grounded in managerial implications and applications. Building on a solid theoretical foundation, the authors also apply theory to examples throughout, helping students to understand the practical applications of brand management. By using a wealth of new and up-to-date illustrative examples and case material--including coverage of high-tech innovation--they have created a text that is both cutting-edge in terms of theory and also accessible to students.
Download or read book Early Implementation of Generation I of the Workforce Innovation in Regional Economic Development WIRED Initiative written by and published by . This book was released on 2008 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Download or read book Bricks Matter written by Lora M. Cecere and published by John Wiley & Sons. This book was released on 2012-12-26 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: Get proven guidance to build a market-driven supply chain management system Supply chain management processes have gradually shifted from a supply-driven focus to a demand-driven one in order to better synchronize demand and supply signals. Bricks Matter shows you how you can identify market risks and opportunities and translate these into winning tactics. Business cases highlight how business leaders are winning through market-driven approaches. Helps you understand how to apply the emerging world of predictive analytics for the better management of value networks Includes business cases illustrating the market-driven approach Reveals how businesses can identify market risks and translate these into supply-side tactics As companies transition from demand-driven to market-driven approach, the focus in organizations shifts from one of vertical excellence to building strong market-to-market horizontal processes. Improve revenue by increasing market share, improve profit margins, and maintain high levels of customer service with the indispensable guidance found in Bricks Matter.
Download or read book Importation of Prescription Drugs written by United States. Congress. Senate. Committee on Health, Education, Labor, and Pensions and published by . This book was released on 2005 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt:
