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Author: Thomas Jungbauer
Publisher:
ISBN:
Category :
Languages : en
Pages : 38
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Book Description
The decision whether a multi-product firm offers its goods under a joint or separate brands is essential for its success. When selling vertically differentiated products, it needs to consider the interplay of branding spillovers, pricing and cannibalization. We study the problem of a firm selling vertically differentiated products deciding whether to sell its products under a joint or separate brands. The analysis accounts for the positive and negative spillover effects between jointly branded products previously established in the literature. Our findings suggest that joint branding is optimal when spillover effects are either high or low but not when they are intermediate. When spillover effects are low, firms jointly brand to save the cost of building a second brand. In contrast, when spillover effects are high, the firm chooses joints branding because it is inherently more profitable even if building additional brands is free. When spillover effects are intermediate, however, firms opt for separate branding despite the additional cost of building more brands. We also extend the analysis to investigate the effect of low-end strategic competition and find that this kind of competition pushes the multi-product line firm towards joint branding. Finally, our modeling approach explains why some firm use hybrid (endorsed) branding to dampen the spillover effects compared to pure joint branding.
Author: Thomas Jungbauer
Publisher:
ISBN:
Category :
Languages : en
Pages : 38
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Book Description
The decision whether a multi-product firm offers its goods under a joint or separate brands is essential for its success. When selling vertically differentiated products, it needs to consider the interplay of branding spillovers, pricing and cannibalization. We study the problem of a firm selling vertically differentiated products deciding whether to sell its products under a joint or separate brands. The analysis accounts for the positive and negative spillover effects between jointly branded products previously established in the literature. Our findings suggest that joint branding is optimal when spillover effects are either high or low but not when they are intermediate. When spillover effects are low, firms jointly brand to save the cost of building a second brand. In contrast, when spillover effects are high, the firm chooses joints branding because it is inherently more profitable even if building additional brands is free. When spillover effects are intermediate, however, firms opt for separate branding despite the additional cost of building more brands. We also extend the analysis to investigate the effect of low-end strategic competition and find that this kind of competition pushes the multi-product line firm towards joint branding. Finally, our modeling approach explains why some firm use hybrid (endorsed) branding to dampen the spillover effects compared to pure joint branding.
Author: Dr Harrison Sachs
Publisher:
ISBN:
Category :
Languages : en
Pages : 26
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Book Description
This essay sheds light on the benefits appertaining to utilizing a product differentiation marketing strategy in foreign markets and identifies internet marketing tactics that can help brands facilitate the successful implementation of the product differentiation strategy in foreign markets. "Product differentiation is a marketing strategy that businesses use to distinguish a product from similar offerings on the market. For small businesses, a product differentiation strategy may provide a lasting competitive advantage in a market dominated by larger companies. For instance, the the product differentiation strategy also allows business to compete in areas other than price" (Kelchner) which ultimately allows brands to create perceived value and charge premium prices for their products. Moreover, the implementation of a successful product differentiation strategy fosters "brand loyalty among customers. Furthermore, this marketing strategy may create the perception that there's no substitute available on the market. Although competitors may have similar products, a product differentiation strategy that focuses on the quality or design differences which other products do not have allows brands to attain a competitive advantage in the market, as customers view the product as unique" (Kelchner). The successful implementation of the product differentiation strategy allows brands to also cultivate brand equity, positive brand recognition, and brand growth. Moreover, brands can attain profit maximization when they are able to successfully distinguish themselves from their competitors and offer services and products that customers are willing to pay top dollar for based on perceived value and uniqueness. The utilization of the product differentiation strategy has allowed many companies to financially flourish, such as Apple and Microsoft. Internet marketing tactics, such as posting video content onto social media websites that flaunt the unique product lines and sending out email blasts that highlight the merits of the products, can be employed to help brands facilitate the successful implementation of the product differentiation strategy in foreign markets.
Author: John Beath
Publisher: Cambridge University Press
ISBN: 9780521335522
Category : Business & Economics
Languages : en
Pages : 220
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Book Description
There are few industries in modern market economies that do not manufacture differentiated products. This book provides a systematic explanation and analysis of the widespread prevalence of this important category of products. The authors concentrate on models in which product selection is endogenous. In the first four chapters they consider models that try to predict the level of product differentiation that would emerge in situations of market equilibrium. These market equilibria with differentiated products are characterised and then compared with social welfare optima. Particular attention is paid to the distinction between horizontal and vertical differentiation as well as to the related issues of product quality and durability. This book brings together the most important theoretical contributions to these topics in a succinct and coherent manner. One of its major strengths is the way in which it carefully sets out the basic intuition behind the formal results. It will be useful to advanced undergraduate and graduate students taking courses in industrial economics and microeconomic theory.
Author: Diederich Bakker
Publisher: Springer
ISBN: 3658082216
Category : Business & Economics
Languages : en
Pages : 285
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Book Description
Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.
Author: Hwan Chung
Publisher: ProQuest
ISBN: 9780549746218
Category : Marketing
Languages : en
Pages : 172
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Book Description
Author: Vithala R. Rao
Publisher: Edward Elgar Publishing
ISBN: 1848447442
Category : Business & Economics
Languages : en
Pages : 617
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Book Description
Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.
Author: Wei-Lin Wang
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
"Product line extension is pervasive in categories of horizontally differentiated products. Despite the popularity of this marketing strategy, its effects on performance metrics relevant to brand managers remain largely under-studied. Extending a brand's product line can cause product proliferation (i.e., the marketing of seemingly identical products by a brand), which has been identified to incur several costs. This thesis explores the effects of product line length on the following metrics: product sales, product exit, new product trial, and brand preference. It also considers the structure of a product line in order to assess the impacts of product proliferation. Methodologically, the author develops a dynamic path analysis model, a threshold regression model, and a multiple discrete-continuous model. The empirical results from the U.S. potato chip market suggest that a brand's product line length has positive effects on its product sales and the likelihood of consumers' trial of its new products (i.e., products within the first year after launch). However, it also has a positive effect on the hazard of product exit for its new products and negative effects on consumers' preferences for both the brand and its competitors. The author further characterizes the structure of a product line by distinct SKUs (i.e., SKUs with unique configurations) and duplicate SKUs (i.e., SKUs similar to distinct SKUs previously introduced). The results indicate that the number of a brand's duplicate SKUs, which can measure the degree of product proliferation, has no effect on its product sales. Even though it has a positive effect on the likelihood of new product trial, it has a positive effect on the product exit hazard for the brand's mature products (i.e., products surviving more than one year) and a negative effect on consumers' preference for the brand. In contrast, although the number of a brand's distinct SKUs has a negative effect on the likelihood of new product trial, it has negative effects on the product exit hazard for the brand's mature products and consumers' preference for its competitors." --
Author: Paul Belleflamme
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
This is a successive oligopoly model with two brands. Each downstream firm chooses one brand to sell on a final market. The upstream firms specialize in the production of one input specifically designed for the production of one brand, but they also produce the input for the other brand at an extra cost. We show that when more downstream firms choose one brand, more upstream firms will specialize in the input specific to that brand, and vice versa. Hence, multiple equilibria are possible and the softening effect of brand differentiation on competition might not be strong enough to induce maximal differentiation. The existence of equilibria and their welfare performance are also examined.
Author: Peter Engelhardt
Publisher: Global Publishing Group
ISBN: 1925282740
Category : Business & Economics
Languages : en
Pages : 164
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Book Description
Today in business you want to be more than "good enough", and a brand strategy that identifies and highlights your points of difference is like having a secret weapon. For many firms it's the missing link. This book teaches SMEs and entrepreneurs the seven foundational steps that the world's greatest brands leverage to leap ahead of their competitors. Learn how to think strategically, how to find your point of difference and how to build the brand foundations that will help you to dominate in your market. Learn how to differentiate to dominate so you can:1) Grow your brand rapidly. With solid and strategic foundations in place, your focused efforts will enable you to grow your brand faster than if you take the throw the mud on the wall and see what sticks approach.2) Attract more loyal customers. By understanding the problems your clients are experiencing, and demonstrating that you have the solutions to overcome them, you build loyalty and create advocates for your brand.3) Beat your competitors. By creating a distinct and sustainable competitive advantage your brand will cut through the "noise" and be remembered for its uniqueness.4) Build a great website. Clarity and focus on your point of difference, your target market and your brand personality translates into bulletproof briefs your web developers and copywriters.5) Create great marketing messages. Understanding of what your brand stands for will ensure that everything you write, post and comment on will reinforce your brand's positioning and touch the hearts and minds of your prospects.6) Attract a great team. With a clear purpose, vision and pillars guiding you, you'll attract team members who believe what you believe and who will feel empowered to make decisions autonomously to support you.7) Get a higher ROI on your marketing investment. A clear understanding of your target market will help you focus your resources and messages and get the most out of every dollar and hour you invest in promoting your brand. Discover the keys to differentiating your business and building the brand foundations that successful companies use to dominate the market. "...this guy understands consumers, the science behind what builds great brands, and can systematically help people find their purpose and bring it to the forefront of their business through the medium we call 'brand'." - Jack Delosa, founder of The Entourage and BRW Young Rich List member.
Author: Jack Trout
Publisher: John Wiley & Sons
ISBN: 111804536X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.
