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    Brand Extension

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    Product Brassington (2007) point out that product is not only the physical product, it also include brand, after-sales service, guarantees, installation and fitting which could help product to gain advantage in competitions. Kotler (2007)also point out that product is the goods which is easy for people to be attract, to contract, use and fulfil people’s desire. He also said that the product could be physical products, services, people and organizations. Product range A company could provide

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    Brand extension success factors Problem definition and objectives In a highly competitive environment, organizations are convinced that the launch of new products in order to stratify the need of consumers can lead to an increase the success of a company. The strategy of launching new products can be successful but it remains some risks. Indeed, the launching from 30 to 35 % of new products has failed. Because of some factors like the high level of advertisement costs and the increasing competition

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    Brand Extension Essay

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    this section we focus on the acceptance of brand extensions for FMCG, durable goods, and services. Specifically, we focus on perceived similarity, reputation, perceived risk and innovativeness as factors influencing the acceptability of brand extensions. (1) Similarity Referent product-extension product similarity (hereafter referred as similarity) is the degree to which consumers perceive the extensions as similar to other products affiliated with the brand (Smith and Park 1992). From table 1 it is

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    Introduction Brand extension refers to the successful use of an already successful brand name to launch a modified or new product in a new market or niche. The management of brands is a key element in product strategy in any given business, especially those that operate in highly competitive markets. Brands cannot be developed in isolation, in that they normally categorized within a business product group or product lines. In relation to a product mix, its width can be measured by the number of

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    Impact of Brand Extensions on Brand Equity

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    Part One: Impact of Brand Extensions on Brand Equity In today’s competitive marketplace it is vital to have a strong brand name. When a company develops a strong brand name of a certain product category they start thinking about the brand extensions, which will help the firm to capture new and unexplored market segments. According to Kotler (2003) a brand extension occurs when a company uses its well-established core brand name to introduce new products in either similar or different product category

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    only in creating a new brand concept but also in advertising the new product on the market, as well as supporting it during its life cycle. Some marketers doubt that a brand extension is the universal way of revitalizing a brand. It is instead believed that many managers choose to use this strategy because it is fashionable, with the risk of companies embracing the use of a brand extension before consuming all the resources for growth of the parent brand. Developing a new brand can be expensive, time

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    INTRODUCTION Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure

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    word ‘Brand Extension’ might mean ‘devalue’ because this action brings about some consequences that lead to change the brand positioning according to several cases that have been failed with brand extension. For instance, in 1999, the famous women magazine named Cosmopolitan has launched the new product that really contrasts with what they actually do, The Cosmopolitan yogurt. Sounds awkward? But if we embrace to clearly spot both pros and cons of brand extension, we will understand that brand extension

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    product. Those unique characteristics are known as brand. There are many companies which started to introduce a new product by using the parent brand to the consumers instead of developing a new brand for the new product, as they believed that this could help to get more sales. This strategy is called brand extension strategy; the process of extending into different new product category class using the brand name of the company’s established brand. However, not all companies are successfully earn

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    marketing

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    develop is a brand extension of REEBOK. I am going to design and develop a REEBOK. Mini-disc player. It will aim at 18-26 year olds. I have chosen this certain age group because of the research carried out. From my research I can conclude that the age groups are interested in owning a mini disk player because of many reasons e.g. style, size, price etc. I have chosen REEBOK. because they are quite popular among the target market I have chosen to aim. REEBOK are among one the well known brands in the world

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