Branding on Host Brand Equity Prof. Kavita Tiwari, Dr. Rajendra Singh AICAR B-School, Navi Mumbai, India kavitat786@yahoo.com, prajsingh71@rediffmail.com Abstract The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to
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(Citibank-Visa), mobile phone (Sony-Ericson), food (Diet-Coke-NutraSweet) (Maiksteniene, 2009). Therefore, lots of previous research have been focus on evaluate the leverage of brand alliance between involved brands (host and partner brand), the brand equity change because of the success or failure from the collaboration (Simonin and Ruth, 1998; Wshburn et al, 2000), the value of brand alliance compared with other brand tactics (Leuthesser et al, 2003), managerial the relationship of brand alliance (Bucklin
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Banikanta Mishra Office: BIZ 1 Level 7-77 Telephone: +91-943-707-5075 E-mail: banikant@ximb.ac.in Prerequisite: BMA5008 (Financial Management) COURSE SYNOPSIS: This course is a blended introduction to Investment Banking (IB). It would combine theory and practice. To buttress our understanding of practice, we would do some case studies and also have practitioners give a Street Talk every week; some of them may discuss live projects and I may pitch in with my experience with past ones I have been
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industry body for private equity and venture capital worldwide. We have been delivering industry-leading training to prestigious corporate clients for over 28 years and have garnered a reputation as the pre-eminent provider of training solutions for the private equity and venture capital industry. Our renowned training programmes focus on providing solutions aligned with your needs and corporate objectives. Our position as the leading global association for the private equity and venture capital industry
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advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved. Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising 1. Introduction Launching new products is a business activity with high risks and costs. As success rates are usually below 50% (Taylor and Bearden, 2003), firms often resort to brand extension strategies, in an attempt to make their
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1.1 What is Venture Capital? Venture capital is a segment of private equity industry, which focuses on early-stage, high-potential, start-up companies. The venture capital fund earns money by owning equity in the companies it invests in, which usually have a new technology or business in high technology industries, such as biotechnology and IT, however with high risk. Funds are typically established as limited partnerships, which is a contract between institutional investors who become limited partners
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Software Corporation’s needs and concerns? After analyzing the case and talking to executives at Silver Lake and Seagate, we think that Seagate’s low stock price is best addressed by a leveraged buyout with a new capital structure composed of 45% equity and 55% debt. Furthermore, we have found that the company is worth approximately $2 billion in the buyout. Finally, VERITAS should agree to participate in the deal because they will also win by retiring a portion of their stock. The subsequent sections
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action and also the overall brand evaluations. Results of three experiments provide converging evidence in support of the theory. B randing and brand-based differentiation are powerful means for creating and sustaining competitive advantage. Prior research has examined differences in how consumers perceive and evaluate brands, for example, through investigating brand equity (Keller 1993; McQueen, Foley, and Deighton 1993), brand personality (Aaker 1997; Plummer 1985) and brand extensions (Aaker
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simply because of losses in excess of its expected losses that reduce the equity investment” (emphasis added). Consequently, if the amount of the equity investment at risk at the entity’s inception (or when a reporting entity first became involved with the entity) was determined to be sufficient, losses later incurred by that entity do not by themselves require a reporting entity to reconsider whether the entity has sufficient equity in accordance with ASC 810-10-15-14(a). A reporting entity must consider
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ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic
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