Search results for "brand extension"
showing 5 items of 15 documents
The Value of Brand Equity
2013
Abstract This paper aims to be a brief presentation of brand equity as a provider of strategic advantages for companies that own brands. Successful management of a brand must be focused on values capitalization so that these attributes could represent a natural extension of general perception. The stated goal of any brand manager is to strengthen the brand values so that they may be easily recognizable and identifiable to the public.
L'impact de la substitution de marques sur l'évaluation et l'intention d'achat du produit.
2008
L'objectif de cet article est de comprendre l'impact de la substitution de marques sur l'évaluation et l'intention d'achat du produit. À cette fin, les différents types de substitutions de marques sont présentés. Puis, à partir des travaux relatifs à l'extension de marque et au co-marquage, des variables susceptibles d'expliquer l'évolution de l'évaluation et de l'intention d'achat d'un produit qui a changé de nom de marque sont proposées. L'étude empirique met en évidence que cinq variables influencent l'évolution de l'évaluation et de l'intention d'achat du produit qui a changé de nom de marque: (1) la similarité entre la marque de substitution et la marque initiale, (2) la cohérence per…
Social representations and brand positioning in the sporting goods market
2013
Abstract This paper examines the use of social representations as a strategic tool to understand better and measure how consumers arrive at their identification of brand positioning (legitimacy and differentiation) in the brand's market. By considering the market as co-produced by brands and consumers (‘B&C approach’), this study classifies free-word associations connected to the brands into units of meanings, which constitute the core of a brand's market. We applied this tool to the four main brands in the French sporting goods market (i.e., Nike, Adidas, Reebok and Puma). Results show that the differentiation of brand positioning depends on legitimate elements of the market, such as adver…
Event‐brand transfer in an entertainment service: experiential marketing
2013
PurposeOne of the channels a brand can use to create experiences is events. The brand promoting the event and its sponsors can obtain various benefits in the form of brand image, personality and notoriety. The main aim of this research is to evaluate the effects that experiencing an event has on experience with the promoting brand.Design/methodology/approachThe study analysed the musical event MTV Winter Festival 2010, considering the opinion of 127 attendees to discover the impact of experiencing the MTV entertainment television channel event in three areas: improved brand experience, improved brand personality and increased brand reputation. EQS was used to test the proposed model.Finding…
Cosmetics Brand Equity Formation in Awareness of Latvian Consumer
2021
Creation of strong brand and increment of brand’s equity in the market is main goal of business. Usage of brand equity concept allows brand owners to sell branded products at higher price, gain greater market share, better promote products in the market, penetrate in market more easily, acquire more loyal consumers, improve effectiveness of marketing communications and enlarge product lines more successfully. Therefore for last 20 years brand’s equity conception, that consists from financial and consumer perceived brand’s equity, has become increasingly actual. It is also important task for brands in Latvian cosmetics market, because market itself is strongly saturated, highly competitive, …