keller (2009)‚ suggests that brand extension is the introduction of new products into a market by a company‚ under an already existing strong brand. This could be an extension of the brand or may not have anything to do with the existing brand. An existing brand that gives rise to the brand being extended is known as the parent brand. There are advantages and disadvantages involved in brand extensions. David A. Aaker though limits brand extension to “the use of a brand name established in one product
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The Value of Brands White Paper White Paper: The Value of Brands: Evaluating Heineken’s Global Branding Strategy Tim Glowa July 31‚ 2002 Tim Glowa is President of North Country Research Inc.‚ (www.ncResearch.com) a Calgary based strategic marketing science company. He can be reached via email at Tim@Glowa.ca © 2002 Tim Glowa July 31‚ 2002 © 2002 Tim Glowa -1- The Value of Brands White Paper Table of Contents Abstract ............................................
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Bazaar‚ a supermarket chain‚ blends the look‚ touch and feel of Indian bazaars with aspects of modern retail like choice‚ convenience and quality and Central‚ a chain of seamless destination malls. Some of its other formats include‚ Depot‚ Shoe Factory‚ Brand Factory‚ Blue Sky‚ Fashion Station‚ aLL‚ Top 10‚ mBazaar and Star and Sitara. The company also operates an online portal‚ futurebazaar.com. A subsdiary company‚ Home Solutions Retail (India) Limited‚ operates Home Town‚ a large-format home solutions
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Nescafe is one of the leading coffee brands in the world‚ which has different flavored products in the market. As a motto for all these products‚ they have seperate techniques in order to advertise the product. For example‚ Nescafe’s everyday coffee has a motto of “Rich and full flavored”‚ while another flavor; Super premium coffee‚ has a motto of “Rich‚ bold and smouldering”. Nescafe became number two in the category of mix instant coffee because of the harsh competition of the market in Indonesia
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Dabur India Limited: Brand Architecture _�_ Branded House: DABUR INDIA LIMITED Dabur India Ltd. started off as a small pharmacy‚ but has grown and expanded into a powerful FMCG force in the Indian market. It is right up there in the mix with the FMCG moguls like HUL‚ P&G etc. in terms of sales‚ revenue and market penetration. Dabur has always been an organisation hinged on strong R&D and product development adhering to stringent quality norms. The Indian connection has helped Dabur in becoming
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: OSIM ; BUILDING A GLOBAL BRAND OSIM is a multinational company that markets‚ distributes and franchises a comprehensive range of healthy lifestyle products‚ which cover four key areas such as health‚ fitness‚ hygiene and nutrition. The objective of OSIM is to cultivate in consumer a positive outlook toward life and healthy living through the shopping experience. Brand identity is how the company wants the consumer to perceive their product or their brand. The brand identity of OSIM is a combination
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Brand identity‚ loyalty and equity. The extent to which a company can evoke an emotional connection between its brand and its target markets will play a big part in determining its business success. By tapping into consumers’ emotions‚ a company is able to create a long-term relationship in which both consumer and business will enjoy (Robinette 2000‚ p.1). This essay will discuss the emotional connection a brand has with their consumers‚ explaining the need to be identifiable and unique with
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PROJECT REPORT COMPARTIVE ANALYSIS OF DIFFERENT BRANDS OF FMCG INDUSTRY MASTER OF BUSINESS ADMINISTRATION (MBA) OF PUNJAB TECHNICAL UNIVERSITY (PTU) Submitted to Submitted by Mrs. Gitanjali Bhatnagar Vipan Kumar DR. IT Group of Institutes BANUR (PUNJAB) PREFACE Practical exposure imbibes an integral part of management studies. One cannot rely merely upon the theoretical knowledge
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Brand overview "It all started with me wanting some shorts I couldn’t buy anywhere‚...” (HI)STORY • Fundango – A brand that started in the world of riders‚ about 10 years ago. At that time‚ full-blown young skateboarders gave life to Fundango. Since then‚ the brand has led a life of sports clothing brands with professionally designed collections but its growing is still accompanied by its parent’s lifestyle. Today‚ skiers‚ snowboarders‚ skateboarders‚ surfers‚ riders and anybody who feels close
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Observation of customers is often a powerful tool. Looking at how consumers select products may yield insights into how they make decisions and what they look for. Observing consumers‚ tells about:- 1. What is he looking in the product? 2. Is he brand loyal? 3. Is he more or less price sensitive? 4. Is he more interested in packaging‚ manufacturing‚ etc. 5. Whether his taste has shifted? FUTURE GROUP Future Group India‚ established in 1987 in order to provide diverse services
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