Strategy to increase sales of repertoire brands

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3, no. 1, pp. 73-82. Buzzell, RD, Gale, BT, Sultan, RGM 1975, ?Market share - a key to profitability', Harvard Business Review, vol. 53, no. 1, pp. 97-106. Currim, IS & Schneider, LG 1991, ?A taxonomy of consumer purchase strategies in a promotion intensive environment', Marketing Science, vol...
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10, no. 2, pp. 91-110. Ehrenberg, A & Scriven, J 1998, ?Polygamous brand loyalty', The R&D Initiative, South Bank University. Hammond K, Ehrenberg, ASC, Goodhardt GJ 1996, ?Market segmentation for competitive brands', European Journal of Marketing, vol...
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brand extension When consumers face thousands of products, they are initially confused, but also try to categorize the brand association or image with their existing memory...	2 / 286
Brand Extension Understanding Brand Extension “Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category...	2 / 370
micheline brand extension Brand extension strategy Strength & Weakness The brand problem The brand challenge Recommendation Primary (manufacturing industry) Secondary (publishing industry) Tires (car, van, motorcycle, airplane…) Travel assistant services (travel guides, road maps, online mapping) Advantages Get more profit Enter new product categories more easily, instant recognition & faster acceptance, quickly gain market share Constitute brand territory for further brand extension Strengthen brand image Save high advertising cost usually required to familiarize consumer with a new brand Risks Difficult to manage if the new launch is in a very different market from the original brand & new target customers don’t value the brand’s associations ?Brand extension may easily fail In case of failure ?harm consumer attitudes towards the other products carrying the same brand name Lose brand name’s special positioning in the customer’s mind Confuse the image of the main brand Dilution of brand image Strengths The world second largest tires manufacturing – over 120 years history Strong brand image Easily recognized by symbolic differentiation Quality product Weaknesses Trouble with the brand extension The brand extension is facing with publishing in accurate information Effect on the brand’s central values (safety, performance) ? Reduce the brand image Competition with GaultMillau, direct competitor in the brand extension market How to strengthen the brand image in the problem of the brand extension situation? Product innovation and differentiation Strengthen the brand extension: adjust to fit the brand’s central value: Make sure all published info is correct Partnership with mobile network/social network to bring Michelin’s road maps and travel guides to mobile phones and online community...	2 / 364
Zara Who Is Your Brand We have many free term papers and essays on Zara. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine...	2 / 301
Understanding Of Brand There are many theories exploring the components of brand equity and have different opinions. Between them, Aaker’s (1991) theory is more complete and is most widely adopted...	2 / 350
Is a company able to increase brand equity for a product that is in the maturity phase of the PLC? Improving brand image is an important way of increasing brand equity as it can help improving the strength, favorability, and uniqueness of the specific brand...	4 / 1006
Brand Architecture "Brand architecture" is the way a company organizes, manages, and markets their brands. It must align with and support business goals and strategies. Different business strategies require different brand architectures...	2 / 312