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Brand Extension
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Launching a new product is not only time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using the parent brand name to enhance consumers' perception due to ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Marketing Strategy
Marketing strategy allows organizations to focus limited resources on best opportunities to increase sales and achieve a competitive advantage in the market. Strategic marketing emerged in the 1970s/80s as a distinct field of study, further building on strategic management. Marketing strategy highlights the role of marketing as a link between the organization and its customers, leveraging the combination of resources and capabilities within an organization to achieve a competitive advantage (Cacciolatti & Lee, 2016). Marketing management versus marketing strategy The distinction between "strategic" and "managerial" marketing is used to distinguish "two phases having different goals and based on different conceptual tools. Strategic marketing concerns the choice of policies aiming at improving the competitive position of the firm, taking account of challenges and opportunities proposed by the competitive environment. On the other hand, managerial marketing is focused on the imple ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Co-branding
Co-branding is a marketing strategy that involves strategic alliance of multiple brand names jointly used on a single product or service. Co-branding is an arrangement that associates a single product or service with more than one brand name, or otherwise associates a product with someone other than the principal producer. The typical co-branding agreement involves two or more companies acting in cooperation to associate any of various logos, color schemes, or brand identifiers to a specific product that is contractually designated for this purpose. The object for this is to combine the strength of two brands, in order to increase the premium consumers are willing to pay, make the product or service more resistant to copying by private label manufacturers, or to combine the different perceived properties associated with these brands with a single product. An early instance of co-branding occurred in 1956 when Renault had Jacques Arpels of jewelers Van Cleef and Arpels turn the ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Management
In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain. Definitions In 2001, Hislop defined branding as "the process of creating a relationship or a connection between a company's product and emotional perception of the customer for the purpose of generating segregation among competit ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
WWE Brand Extension
The brand extension, also referred to as the brand split, is the separation of the American professional wrestling promotion WWE's roster of wrestlers (and, at various times, creative staff) into distinct divisions, or "brands". The promotion's wrestlers are assigned to a brand via the annual WWE Draft and exclusively perform on that brand's weekly television show, with some exceptions. Throughout its history, WWE has utilized the brand extension twice. The first brand split occurred from 2002 to 2011, while the ongoing second began in 2016. WWE currently promotes three brands. The two main brands (referred to as the main roster) are Raw and SmackDown. Established in 2012, NXT serves as the promotion's developmental brand (though was briefly promoted as the third main brand from 2019 to 2021). The first brand split began in March 2002, following the company's acquisition of talent from the former World Championship Wrestling (WCW) and Extreme Championship Wrestling (ECW) p ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Spin-off (media)
In media, a spin-off (or spinoff) is a radio program, television program, film, video game or any narrative work, derived from already existing works that focus on more details and different aspects from the original work (e.g. particular topics, characters or events). One of the earliest spin-offs of the modern media era, if not the first, happened in 1941 when the supporting character Throckmorton P. Gildersleeve from the old time radio comedy show ''Fibber McGee and Molly'' became the star of his own program ''The Great Gildersleeve'' (1941–1957). In genre fiction, the term parallels its usage in television; it is usually meant to indicate a substantial ''change in narrative viewpoint and activity'' from that (previous) storyline based on the activities of the series' principal protagonist and so is a shift to that action and overall narrative thread of some other protagonist, which now becomes the central or main thread (storyline) of the new sub-series. The ''new pro ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Brand Image
A brand is a name, term, design, symbol or any other feature that distinguishes one seller's good or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and store value as brand equity for the object identified, to the benefit of the brand's customers, its owners and shareholders. Brand names are sometimes distinguished from generic or store brands. The practice of branding - in the original literal sense of marking by burning - is thought to have begun with the ancient Egyptians, who are known to have engaged in livestock branding as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron. If a person stole any of the cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or compa ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Core Brand
Core or cores may refer to: Science and technology * Core (anatomy), everything except the appendages * Core (manufacturing), used in casting and molding * Core (optical fiber), the signal-carrying portion of an optical fiber * Core, the central part of a fruit * Hydrophobic core, the interior zone of a protein * Nuclear reactor core, a portion containing the fuel components * Pit (nuclear weapon) or core, the fissile material in a nuclear weapon * Semiconductor intellectual property core (IP core), is a unit of design in ASIC/FPGA electronics and IC manufacturing * Atomic core, an atom with no valence electrons Geology and astrophysics * Core sample, in Earth science, a sample obtained by coring ** Ice core * Core, the central part of a galaxy; see Mass deficit * Core (anticline), the central part of an anticline or syncline * Planetary core, the center of a planet ** Earth's inner core ** Earth's outer core * Stellar core, the region of a star where nuclear fusion takes p ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Associative Network Theory
In mathematics, the associative property is a property of some binary operations, which means that rearranging the parentheses in an expression will not change the result. In propositional logic, associativity is a valid rule of replacement for expressions in logical proofs. Within an expression containing two or more occurrences in a row of the same associative operator, the order in which the operations are performed does not matter as long as the sequence of the operands is not changed. That is (after rewriting the expression with parentheses and in infix notation if necessary), rearranging the parentheses in such an expression will not change its value. Consider the following equations: \begin (2 + 3) + 4 &= 2 + (3 + 4) = 9 \,\\ 2 \times (3 \times 4) &= (2 \times 3) \times 4 = 24 . \end Even though the parentheses were rearranged on each line, the values of the expressions were not altered. Since this holds true when performing addition and multiplication on any real ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Consumer Evaluation Of Brand Extension
A consumer is a person or a group who intends to order, or uses purchased goods, products, or services primarily for personal, social, family, household and similar needs, who is not directly related to entrepreneurial or business activities. The term most commonly refers to a person who purchases goods and services for personal use. Consumer rights “Consumers, by definition, include us all," said President John F. Kennedy, offering his definition to the United States Congress on March 15, 1962. This speech became the basis for the creation of World Consumer Rights Day, now celebrated on March 15. In his speech : John Fitzgerald Kennedy outlined the integral responsibility to consumers from their respective governments to help exercise consumers' rights, including: *The right to safety: To be protected against the marketing of goods that are hazardous to health or life. *The right to be informed: To be protected against fraudulent, deceitful, or grossly misleading informatio ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Pepsi
Pepsi is a carbonated soft drink manufactured by PepsiCo. Originally created and developed in 1893 by Caleb Bradham and introduced as Brad's Drink, it was renamed as Pepsi-Cola in 1898, and then shortened to Pepsi in 1961. History Pepsi was first invented in 1893 as "Brad's Drink" by Caleb Bradham, who sold the drink at his drugstore in New Bern, North Carolina. It was renamed Pepsi-Cola in 1898, "Pepsi" because it was advertised to relieve dyspepsia (indigestion) and "Cola" referring to the cola flavor. Some have also suggested that "Pepsi" may have been a reference to the drink aiding digestion like the digestive enzyme pepsin, but pepsin itself was never used as an ingredient to Pepsi-Cola. The original recipe also included sugar and vanilla. Bradham sought to create a fountain drink that was appealing and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi from his drugstore to a rented warehouse. That year, Bradham sold 7,968 gal ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
New Coke
New Coke was the unofficial name of a reformulation of the soft drink Coca-Cola, introduced by The Coca-Cola Company in April 1985. It was renamed Coke II in 1990 and discontinued in July 2002. By 1985, Coca-Cola had been losing market share to diet soft drinks and non-cola beverages for several years. Blind taste tests suggested that consumers preferred the sweeter taste of the competing product Pepsi, and so the Coca-Cola recipe was reformulated. The American public reacted negatively, and New Coke was considered a major failure. The company reintroduced the original Coke formula within three months, rebranded "Coca-Cola Classic", resulting in a significant sales boost. This led to speculation that the New Coke formula was a ploy to stimulate sales of the original Coca-Cola, which the company has denied. The story of New Coke remains influential as a cautionary tale against tampering with an established successful brand. Background After World War II, Coca-Cola held 60 per ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Sony
, commonly stylized as SONY, is a Japanese multinational conglomerate corporation headquartered in Minato, Tokyo, Japan. As a major technology company, it operates as one of the world's largest manufacturers of consumer and professional electronic products, the largest video game console company and the largest video game publisher. Through Sony Entertainment Inc, it is one of the largest music companies (largest music publisher and second largest record label) and the third largest film studio, making it one of the most comprehensive media companies. It is the largest technology and media conglomerate in Japan. It is also recognized as the most cash-rich Japanese company, with net cash reserves of ¥2 trillion. Sony, with its 55 percent market share in the image sensor market, is the largest manufacturer of image sensors, the second largest camera manufacturer, and is among the semiconductor sales leaders. It is the world's largest player in the premium TV marke ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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