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Author: Victoria Homeier
Publisher: GRIN Verlag
ISBN: 366860486X
Category : Business & Economics
Languages : en
Pages : 39
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Book Description
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.
Author: Victoria Homeier
Publisher: GRIN Verlag
ISBN: 366860486X
Category : Business & Economics
Languages : en
Pages : 39
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Book Description
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.
Author: Rambabu Lavuri
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
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.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 91
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Book Description
Author: Soumi Paul
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
The paper examines the impact of consumer knowledge on consumer fit perception at brand category and image level that may enhance brand extension success. The findings revealed that in evaluating brand extensions, consumers not only use both the knowledge about the brand as well as category-level similarity between the extension and the products already associated with the brand, but also the image uniformity between the brand and the extension. Very favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity for both category-oriented and image-oriented brand names. The results also validate the mediating effects of consumer knowledge on fit perception at brand category level and brand image level. Marketers need to be aware of whether the parent brand is mainly known for its brand category or image across its all product areas. An extension of an image-oriented brand should be promoted and positioned with more brand-related knowledge whereas the promotion of a category-related brand extension may include more category-related knowledge. This particular study is expected to contribute to the brand extension literature by studying this particular aspect and help marketers in promotional and marketing differentiation in case of positioning an extension.
Author: Jana Defontis
Publisher: GRIN Verlag
ISBN: 3346230740
Category : Business & Economics
Languages : en
Pages : 27
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Book Description
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.
Author: Jung-Sook Lee
Publisher:
ISBN:
Category :
Languages : en
Pages : 322
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Book Description
Author: Leslie De Chernatony
Publisher: Routledge
ISBN: 1856178498
Category : Business & Economics
Languages : en
Pages : 496
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Book Description
1st edition, 1992: Creating powerful brands : the strategic route to success in consumer, industrial and service markets.
Author: Jean-Noël Kapferer
Publisher: Simon and Schuster
ISBN: 0029170451
Category : Business & Economics
Languages : en
Pages : 360
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Book Description
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Author: Dan Fawcett
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
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.
Author: Dilip Doraiswamy
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 150
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Book Description
"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.
