Brand extension paper research strategy
Brand extension research paper cary terry july 11, 2016 free brand extension write a conventional essay will fulfil your bachelor's or value who invented elevator brake ishtar epic of theater essays, rebate center for missing in brand extension examples. - 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. Brand extensions a brand extension occurs when a firm uses an established brand name to introduce a new product (approaches 2 or 3) when a new brand is combined with an existing brand (approach 3), the brand extension can also be called a sub-brand an existing brand that gives birth to a brand extension is the parent brand if the parent brand. Parent brand for current research the targeted brand extensions are johnson shampoo, johnson’s isotonic drinks, johnson’s sports wear and many companies adopt brand extension as strategy with the aim of benefiting from the brand knowledge current paper, brand chosen was johnson’s shampoo and selected. “brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category” brand extension is the use of an established brand name in new product categories this new category to which the brand is extended can be related or unrelated to.
Brand extension, or using a brand that is already set in the market to join a new product category is a method that is often used in order to diminish the risks of introducing a new product choosing a right strategy when expanding its product categories is primordial for a company. Implementing the brand extension strategy has been influenced by brand's image before extension, perceived fit between the new product and other products of the brand and the new product acceptance by consumers. Despite intellectual market strategies of diet coke regarding secondary brand association, there are many other ways to ensure secondary brand association so as to develop brand equity employees: employees are the representatives of the company and so they are the sort of secondary brand association. Brand extension marketing plan: the new wii wingo and extended service plan gb530: marketing management kerri bresley kaplan university december 1, 2012 brand extension marketing plan: the new wii wingo and extended service plan 10 executive summary wii is a for-profit organization already offering numerous video games targeted at many.
Of the effectiveness of corporate branding strategy as a strategic decision in an organization: multiple muzellec and lambkin (2009) identified two types of branding strategies: integration (ascending brand extension) and separation (descending brand extension) to assess the effectiveness of corporate branding strategy, this paper. Working paper #10-001 july 2010 brand portfolio strategy effects on firm value and risks by liwu hsui, susan fournierii, and shuba srinivasaniii acknowledgements: the authors thank thomas madden for inspiring this research, vivek goyal and suryabir dodd for assisting in data coding, and anna eng for data collection. 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 (eg tauber 1988. Extension so, due to this reason firms use brand extension strategy to enter new markets this is an area where significant research has been conducted (barwise, 1993.
A brand extension is when a company uses its leverage to launch a new product in a different category there are eight different brand extension strategies: similar product in a different form. 25 cool ideas for your marketing research paper topics lots of people still underestimate the importance of marketing for the business, but nowadays, in the modern world overwhelmed with information, marketing is one of the major things that moves business forward. Marketing research article: positioning is often used nowadays as a broad synonym for marketing strategy however, the terms positioning and marketing strategy should not be used interchangeably rather, positioning should be thought of as an element of strategy, a component of strategy, not as the strategy itself.
Specifically, if a brand extension does not fit with the core brand the core brand may not add any value to the brand extension product or service resulting in the failure of the brand extension, core brand attributes may well be diluted and negative attributes may be associated with the core brand. Keywords brand identity, marketing strategy, promotional methods, brand extensions, brand management, france paper type research paper an executive summary for managers and executive. Research has proved that the success of brand extension depends on the transfer of parent brand awareness and associations to the extension the transfer of these quality perceptions is the key in umbrella branding. Brand extension marketing plan subject: business topic: brand extension marketing plan introduction:the major project in this course is to complete a brand extension marketing plan for one new product on the behalf of an existing for-profit organization.
Brand extension paper research strategy
Given the variety of research topics that fall into the branding category, it is also not surprising that these recent jm branding articles cover a lot of ground they deal with topics related to brand elements, brand positioning, brand relationships, brand metrics, brand extensions and brand management over time. The presentation began by noting that previous brand equity research has focused upon direct brand extensions (eg, special-k waffles), and primary attention has been paid to the negative effects of brand extensions upon the parent brand and its implications for managing brand equity. Brand extension, also known as brand stretching, is the use of a well-established brand name for a new product or new product category. Brand extension brand extension is a marketing strategy in which an organization that markets a product or service with a well-developed image uses the same brand name but in a different business category.
- Abstract: when a known brand extends into a product category that involves sophisticated and state-of-the-art technology, consumers face uncertainty and perceive a financial risk when considering the extension for purchase this study explores how the brand's perceived expertise in the extension.
- (“brand extension marketing plan research paper example | topics and well written essays - 500 words”, nd) the brand extension project is a twofold strategy aimed at utilizing existing resource to create 2 pages (500 words) research paper brand extension marketing plan.
This paper identifies elements that are required to devise an effective brand extension strategy by a firm brand extensions are a known source of marketing new products. Brand extensions have been the core of strategic growth for a variety of firms during the past decade the power of such a strategy is evidenced by the sheer numbers. In theory, launching a successful brand extension should be easy all you have to do is take a familiar name and slap it on a new product in another category.