the exploitation, diversification, or stretching of a brand to revive or reinvigorate it in the marketplace. Products developed in the brand extension process may be...
Can B2B brands be extended into the consumer market? This paper, in detail, takes a comprehensive look at brand extensions in the business-to-business sector and their ability to move into B2C business to consumer. It includes everything from what is a brand extension to determining a conceptual framework to manage...
Brand extension is a widely-used strategy which has been the subject of much research. However, there is a paucity of research analyzing the retrospective effects that extensions have on the image of the parent brand, especially in a service context. This paper attempts to validate a model to explain service...
This research investigates the significance and relative importance of factors affecting consumer evaluations of brand extensions. Based on a systematic literature review of leading marketing journals we identified 22 hypotheses concerning 14 main effects and 8 interaction effects of such factors which are tested empirically using a large scale consumer...
This article helps in understanding the way in which consumers evaluate whether or not a brand extension fits or is consistent with the core brand is central to the success of the brand extension. But the method by which consumers form brand extension fit judgements is often poorly understood. To...
The article is about Brand extension and brand stretching. Marketers have long recognised that strong brand names that deliver higher sales and profits (i.e. those that have brand equity) have the potential to work their magic on other products. The two options for doing this are usually called...
From the executive summary: ‘Stretching brands intelligently onto relevant products that reaffirm core brand values allows consumers to embrace the brand as part of their everyday lives. Marketing in the inner space, gives brand a more intimate, personal relationship with the consumer than their competitors enjoy. Successful brand extension requires...
"The article focuses on the concept of product screening that save time and money. Brand extension has become a major focus of many firms in the corporate trademark licensing business. It is reported that corporate trademark or brand related licensed products exceed $18 billion in annual retail sales in...
Organizations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk, and consumer innovativeness on the success of brand extensions in FMCG, durable goods, and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings...
New products define a brand's direction and vitality. Brand extension communicates vision, values, direction and vitality, deepening the brand's total meaning. Fashion brands have always understood this. Successful brands don't stand still; they develop according to their vision, values and competencies, extending into new products in an ordered sequential way...
FreedomPay ( www.freedompay.com ), theleader in payment management solutions, today announced an extensivere-branding initiative which includes product line expansion, new productintroduction and an updated corporate mission, "Payments withoutlimitsTM." FreedomPay's unparalleled ability to drive payments innovationfor clients enables them to drastically reduce operating costs, eliminateoperational inefficiencies and improve revenue opportunities --...
Digital Media Company Adds Clear Channel, Tribune and Emmis to Growing List of Blue Chip Clients and Unique Digital Brands ORLANDO, Fla., Nov. 24 /PRNewswire-FirstCall/ -- Gen2Media, a full-service digital media company where broadcast meets broadband, today announced the launch of http://www.christmastv.com/, the world's first fully digital...
IRVINE, Calif. -- University of California, Irvine Extension, the continuing education arm of UC Irvine, today announced the appointment of Janice Hopkins as its director of marketing and communications. Hopkins will manage all of the external marketing, public relations and branding for the auxiliary department of the university. ...
CHICAGO -- Utilizing Schreder's extensive research and experience in the development of high-quality luminaires for tunnels around the globe, Schreder Lighting USA introduces Advanced Tunnel Lighting Solutions to the specification community in the United States. Schreder Lighting USA, the newest of the 40-member Schreder Group G.I.E. located in 36 countries...
BENSALEM, Pa., Nov. 24 /PRNewswire-FirstCall/ -- Charming Shoppes, Inc. and Fashion Bug today announced that Kady Dalrymple has been appointed Sr. Vice President, Design and Product Development, for the Company's Fashion Bug brand, effective immediately. Kady is a seasoned fashion apparel executive who brings three decades...
SAN DIEGO -- Socialwise, a wholly owned subsidiary of ideaEDGE, Inc. (OTCBB:IDAE), today announced that it has secured agreements with Eddie Bauer, REI, Applebee's, Cabela's, Staples and Overstock.com to resell their gift cards to online social network members of Facebook[R] and MySpace[R] via the newly launched Socialwise Gift Card platform....
Rolex: Paris Hilton chooses to wear a Rolexwristwatch from her extensive Rolex collection instead of promoting her ownline of expensive wristwatches, Paris Together, made in conjunction withwatchmaker Pascal Savoy. Although she took initial photos wearing her watches , Paris Hilton refuses towear the wristwatches out on the town....
Comprehensive U.S. campaign highlights next-generation Limited Edition AQUOS LCD TV Series MAHWAH, N.J. -- Sharp Electronics Corporation, the U.S. sales and marketing subsidiary of Sharp Corporation, Osaka, Japan, announces today the third phase of an extensive national marketing campaign that began earlier this year. The campaign continues to...
WhatCounts is a leader in comprehensive e-communication programs leveraging the power of targeted permission-based email messaging, interactive two-way dialogue, personalized content syndication RSS and extensive marketing services. Deliverability management, strategic coaching, best practices benchmarking and professional services ensure substantial returns on loyalty marketing investments. The powerful WhatCounts e-Communications...
LOS ANGELES -- Wi-Fi TV Inc. (Pink Sheets: WIFT), which provides a global Internet audience with 500+ live TV stations with live chat and no cable bills (www.Wi-FiTV.com), will be launching extensive new exclusive content for Thanksgiving week, as well as opening its expanded demonstration showroom and hosting a public...
CINCINNATI, Nov. 21 /PRNewswire-FirstCall/ -- LCA-Vision Inc. , a leading provider of laser vision correction services under the LasikPlusR brand, today announced the appointment of Michael J. Celebrezze to the position of Chief Financial Officer on a permanent basis, effective December 1, 2008. Mr. Celebrezze, who has served...
Articles 2008-11-21
<< Previous
page 1 of 1
Next >>
Premier Vendor Content
Whitepapers, webcasts & resources from our Power Center Sponsors
Beat the crowds and save big on their favorite sports gear! Shop today
