Thesis On The Relationship Of Brand Equity And Brand Extension

Thesis On The Relationship Of Brand Equity And Brand Extension-88
It requires careful planning and an understanding of how it will affect the existing products.

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The weakness in this definition is evident in that a relationship between the seller and buyer may not be adequate to help in making financial decisions on allocation of resources.

From the definations above, brand equity should incorporate or show aspects such as brand strength, its power to stay in the market, its potential and clearly show what adds or reduces value to both the customer and the seller in a brand in such a way that the information can be used to make financial and marketing decisions.

Associations are the links that enable a customer to shift from brand identifier to attributes.

Building associations requires time and hence need for consistency in brand building (Sexton 2010).

According to Dechematoy and Mc Donald as cited in (Jones, Kenkins and Karen 239), a brand refers to commodity, person or place designed in such a way that the buyers or target customers can find unique value adding features that meet their needs in a satisfying way and being able to sustain the added values.

This definition does not actually state the exact designs to be used.

For purposes of this research, a definition by Aaker and Biel (51) will be used: “A set of brand Assets and Liabilities linked to a brand, its name or symbol that that increase or reduce value derived from a product or service either by the firm or the firm’s customers”.

Brand image can be defined as the association network that determines how the consumer perceives a particular brand (Mooij 275).

Many organizations that have been successful in brand extension have managed to become market leaders, thus beating the competition; a good example is Coca Cola Company.

However, brand extension is not a decision to be made in a rush.

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  • The Analysis of Challenges and Opportunities in Brand Extension
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    Brand extensions is a broad concept, that is why the theoretical part will be delimited by focusing on brand transfer, which also means introducing new products under an existing brand name. In this paper, the authors will delimit on discussing Aaker’s brand equity model to identify the challenges and opportunities of brand extensions.…

  • Brand Equity Free Essays -
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    This process of “self-discovery,” which brand equity research tends to involve, is one that should command unusually close company. The ultimate brand manager is, after all, the CEO, and it’s that individual how’s ultimately responsible to the shareholders for a misstep under the family name. 8 transcendent attributes that incorporate personality or style as well as broad competence.…

  • Three essays on brand equity JianJun Zhu
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    This three-essay thesis focuses on how value of the brand, i.e. brand equity is created, with each study investigating different parts of the relationships within the brand value chain.…

  • RELATIONSHIP BETWEEN CONSUMER BASED BRAND QUALTY. - Theseus
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    This study of identifying relationship between consumers based brand equity and loyalty of. consumers with respect to brand among hotel and restaurant industry of UK, the data is collected for. determining said relationship from consumers of hotel and restaurants industry of UK.…

  • Brand extensions - Free Marketing Essay - Essay UK
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    The first advocates to including brand stretchability as a measure of brand equity, Park et al. 1991 concluded that prestige brands might be more extendable than regular brands under the condition that the extension category or products have a consistency with the existing concept, thus accounting for the success of brands such as Prada or Jaguar offering phones, Ferrari offering laptop cases or high-class strollers.…

  • THE ROLES OF CUSTOMER-BRAND RELATIONSHIPS AND BRAND EQUITY IN.
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    Customer-brand relationships and brand equity will induce existing customers to have a favorable attitude toward the extension service and a strong intention to accept that service. This study focuses on mobile shopping platforms to…

  • The impact of brand extension strategy on the brand equity of.
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    Cheng Tung and others, 2010, “An integrated relationship on brand strategy, brand equity, customer trust and brand performance – an empirical investigation of the health food industry.…

  • Impact of Effective Advertisement on Brand Equity and Brand.
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    And support, and brand extension prospects 1. According to Yoo, Donthu, and Lee 2, all marketing action done, effectively or ineffectively, to create, control, and exploit brand equity. In the previous period, brand equity paradigm has been emphasized by remarkable number of researches 3. From the late 1980s, the…

  • MASTER THESIS - Lund University Publications
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    Further, the success of a brand extension product lays in the assumption of the existence of positive customer based brand equity, which, by definition involves a strong, favourable, and unique memory association towards the particular brand Keller, 1993.…

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