...Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions Sandor Czellar1 University of Geneva 1 University of Geneva, Section HEC, 40, boulevard du Pont-d’Arve, 1211 Geneva 4, Switzerland. 00 41 22 705 8114 (tel), 00 41 22 705 8104 (fax), czellars@hec.fr (email). 1 Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are: (1) the perception of fit, (2) the formation of primary attitudes towards the extension, (3) the link between extension attitude and marketplace behaviour and (4) the reciprocal effect of brand extension attitude on parent brand/extension category attitude. Moderator and control variables of these processes are identified and classified into three groups: (1) consumer characteristics, (2) marketer-controlled factors and (3) external factors. This integrative model leads to the identification of missing links and variables in past research, resulting in a propositional inventory for future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry on brand extensions. Keywords: Brand extensions, Consumer Attitudes, Brand Associations, Brand Affect, Cognitive Psychology 2 Introduction Brand extension is the "use of established brand names to enter...
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...BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES Kevin Lane Keller Tuck School of Business Dartmouth College Hanover, NH 03755 (603) 646-0393 (o) (603) 646-1308 (f) kevin.keller@dartmouth.edu Donald R. Lehmann Graduate School of Business Columbia University 507 Uris Hall 3022 Broadway New York, NY 10027 (212) 854-3465 (o) (212) 854-8762 (f) drl2@columbia.edu August 2004 Revised February 2005 Second Revision May 2005 Thanks to Kathleen Chattin from Intel Corporation and Darin Klein from Microsoft Corporation, members of the Marketing Science Institute Brands and Branding Steering Group, and participants at the Marketing Science Institute Research Generation Conference and 2004 AMA Doctoral Consortium for helpful feedback and suggestions. BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES ABSTRACT Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth...
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...were many deterring factors, still organizations invested heavily and begun operations across the country. In a short time span, the enthusiasm started failing as investments were not recovered from operations and profits were dipping. A number of factors pointed out that with amendments in Government rules and regulations, the industry could revive from their losses. Considering this, the Phase II of privatization was initiated in 2006, wherein the regulations were made more flexible and provided ample scope of growth. The general audience notion of the available radio stations is lack of differentiation in terms of content. This report gives a description of the problem regarding similar content and is a result of a market survey providing an insight in the consumer preference. Specifically, the report was an exercise conducted to validate the application of brand extension in service industry. 1 ACKNOWLEDGEMENT I am indebted to Dr. Samar Faten Badar, Faculty Member (Marketing,), for her great support and help all through the project. I am also thankful to Prof. Ramkishen, without whose help and support it would have been difficult to obtain the necessary data for the report. I would also like to thank the staff of the Mumbai University Library and the British Library for being patient and helpful all throughout. I would also like to thank the 120 odd respondents who took out time to help with the market research. 2 TABLE OF CONTENTS Executive Summary Acknowledgement...
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...considered when making a decision on brand extension? How to define values that could be transferred to new versions of product? Companies adopt the brand extension strategy in order to facilitate the entry into new categories, as build a strong brand is a lengthy and expensive process. So the new product hits the market with the certification of a brand already recognized by the public. In this way while the brand transfers its credibility into the new category which is acting also comes off revitalized by new product. However, brand extensions or product lines are often not enough to replace the gains made by the original products. But still, companies end up not just extending the brands of their products, but also to themselves in an attempt to leverage its recognition in the category, or the economic exploitation of related categories. There are four steps that must be followed to make a successful brand extension, and they are, Determine the value of the current brand, define the categories for the new product and how it will relate to existing products, test the new positioning with consumers and develop and implementation plan. 2. What is the greatest danger when applying brand extension, that is, when using the name of the already established brand for new version of products or for various other products? Certainly we have to take precautions and we must consider numerous points before the development of the brand extension strategy. The brand cannot be extended...
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...Strategic Management Process Paper Strategic management refers to a set of managerial decisions and actions that determines the long-run performance of a corporation (Wheelen & Hunger, 2008, p. 3). It includes environmental scanning, strategy formulation, strategy implementation, and evaluation and control. The content of this paper will describe the components of a strategic management process and indicate why strategic management is needed in a company, furthermore, a description of how General Electric (GE) uses strategic management process in their company. Components of a Strategic Management Process The first component is environmental scanning, which is basically gathering information from external and internal environments to key people within the corporation. Its purpose is to identify strategic factors that will establish the future of a corporation. An easy way of predicting the future of a corporation is through a SWOT Analysis. SWOT is used to describe the strengths, weaknesses, opportunities, and threats for a specific company. The external environment consists of opportunities and threats (Wheelen & Hunger, 2008, p. 11). These variables happen outside the organization, which management has no control over. For instance, one company does not have the right to prevent another company of marketing the same product or service. Company A must strive to become better than other competitors. On the other hand, the internal environment consists of strengths...
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...Long Lasting Effects of Preterm Birth Angel McClucas Psychology 221 The National Institute for Child Health and Development (NICHD) published an article about long lasting effects of preterm birth. NICHD performed several research studies that shows preterm birth leads to different long term challenges after birth. The researchers explained that infants born 32 weeks of gestation or less are considered preterm, with being born early their brain and other organs are not fully developed as they would be if the infant was born after 32 weeks. NICHD continued to explain that preterm infants, most times, require life-saving medical treatments to survive. These treatments can cause pain and stress that is unwanted for the infant. The pain and stress during these critical development periods can cause problems long term. Some challenges for these infants long term can consist of visual memory, poor planning skills, and symptoms of anxiety and depression. Several studies have been done by The Institute to understand how these stressors affect the brain development and to help find ways to make their first weeks after birth easier. NICHD is also hoping to promote healthy development with these studies. In one study the researchers measured the cortisol level in the children’s saliva before, during and after the children performed simple tests. The study showed the children who were born extremely preterm did worse than the children born preterm and full term. ...
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...Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable info about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run. * New accountability- return of marketing investment. * Measuring the long-term value of marketing in terms of both its full short term and long-term impact on consumers is crucial for accurately assessing ROI. Brand Audits * Brand audit: a comprehensive examination of a brand to discover its sources of brand equity. Assesses the health of the brand, and suggests ways to improve and leverage its equity. * 2 steps in a brand audit: brand inventory and brand exploratory. * Marketing audit: comprehensive systematic, independent and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. * Brand inventory: provides a current profile of how all the products and services sold by a company are marketed and branded. up to date profile of how all the products are branded in terms of brand elements, and nature of supporting marketing program. * Helps suggest what consumers’ current perceptions may be based on. * Can provide insight into how brand equity may be better managed. * Can reveal a lack of perceived differences...
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...AGRICULTURAL EXTENSION SERVICE THE UNIVERSITY OF TENNESSEE INSTITUTE OF AGRICULTURE AE02-52 Nursery Financial Management: Basis for Decisions Charles R. Hall Professor Agricultural Economics E12-4115-00-001-02 The Agricultural Extension Service offers its programs to all eligible persons regardless of race, color, national origin, sex, age, religion, disability or veteran status and is an Equal Opportunity Employer. COOPERATIVE EXTENSION WORK IN AGRICULTURE AND HOME ECONOMICS The University of Tennessee Institute of Agriculture, U.S. Department of Agriculture and county governments cooperating in furtherance of Acts of May 8 and June 30, 1914. Agricultural Extension Service, Charles L. Norman, Dean AGRICULTURAL EXTENSION SERVICE THE UNIVERSITY OF TENNESSEE INSTITUTE OF AGRICULTURE AE02-52 NFM: Basis for Decisions Dr. Charles R. Hall Professor and Extension Economist Most nurserymen prefer to concentrate on production rather than planning, recordkeeping and marketing. This management focus may have been adequate during periods of inflation and favorable commodity prices, but the recent economy has demonstrated the serious flaw in this one dimensional approach. Survivors in the next decade will have to increase their emphasis on recordkeeping, planning, profitability analysis, and better monitoring and controls. This does not imply a neglect of production, simply a need for a better balance between the key performance areas. NFM, or nursery financial management...
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...of establishing and developing an agricultural enterprise. I. Prologue and Statement of Purpose Whereas both parties share a mutual interest in the long-term health and productivity of the agricultural lands and related features described below; and whereas the Lessor wishes to offer a secure and affordable farming opportunity to the Lessee; and whereas the Lessor wishes the property to be maintained according to high standards of stewardship, the parties agree as follows: II. Description of Leased Premises a) The Premises shall consist of cropland and other land, roads and structures as more particularly described in Attachment A. b) If applicable: So that the Lessee can reside in close proximity to the land and provide for its care and supervision, Lessor and Lessee shall also be parties to a separate residential lease agreement for a term beginning on _________ and ending on ____________ for the farmhouse property located at ________________ (the “Residential Lease”). If the parties agree to an extension of the term of this Lease, either via an amendment to this Lease or the execution of a new lease between the parties, Lessor shall also offer Lessee an extension of the Residential Lease for a similar term, with the rental amount and other terms of such extension to be mutually agreeable to both parties. III. Lease Term a) The term of this Lease shall be for a period commencing ________________ and ending _________________. b) No later than three months prior to the termination...
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...Industrial Supply Limited of London is in need of an $150,000 extension to their facility to provide them with additional inventory space that they are in desperate need for. Pejenca needed to decide whether or not they were in need of a loan to finance this extension or whether it could be paid through their cash and revenues on hand. Pejenca had a time limit of one week to make their decision regarding the expansion and how they were going to finance it. The cash sources and uses analysis showed that Pejenca in its current time has a negative cash flow from operations, which could have potential meaning that Pejenca cannot handle to finance its current amount of inventory, this however does not mean that Pejenca has no cash. The ratio analysis' were more positive, showing that Pejenca has strength in their liquidity, stability, profitability, however not so much in their growth which was potentially due to the inventory limitations. From looking at the projected financial statements it was clear that even without the loan Pejenca had enough money to finance the extension themselves as their cash balance in the projections was much above the required $130000. Because of these factors discussed briefly above and more in depth below, our recommendation was that Pejenca not request a loan and finance the extension themselves. A loan costs extra money due to interest payments, and since Pejenca has the cash to finance the extension themselves it would be pointless to have a bank loan to...
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... Brand Architecture: It describes both brand breath or boundaries and its depth or complexity The Role of Brand Architecture: * To clarify brand awareness: Improve consumer understanding and communicate similarity and differences between individual products and services. * To improve brand image: Maximize transfer of equity between the brand and individual products and services to improve trial and repeat purchase. 3 Steps of Developing a brand architecture strategy: Step 1: Defining Brand Potential Define the brand potential by considering three important characteristics (1) the brand vision, (2) brand boundaries, (3) brand positioning. Articulating Brand vision: * Brand vision = Management view of brands long-term potential * Influenced by: * how well the firm is able to recognize the current and passive future brand equity. * Many firms have latent brand equity * that is never realized because the firms are unable or unwilling to consider all that the brand could and should become. * A good brand vision has a foot in present and future * Brand vision needs to be aspirational * so has room to grow and improve * Fundamentally brand visions relates the higher order purpose of the brand based on been understanding of consumer aspiration and brand trusts. The Brand Product Matrix * Product Line: * Group of products within a product category that are closely related * because they function in...
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...Agricultural Extension in India Booklet No. 380 Agricultural Extension Education: AEES-4 Content Preface I. Introduction II. Pre-Independence Era III. Post-Independence Era IV. Motivation V. Extension Methodology in India VI. Training of Extension Personnel VII. Extension Organization in India VIII. Extension and Women IX. Extension and Rural Youth X. Emerging Thoughts in Extension Preface Agricultural extension is an educational process which has its goal to help the rural people to build a better life by conveying the useful and needed information at appropriate time. It is essential for agricultural development. It plays a major part in technology transfer to the rural areas. Though the concept of agricultural extension started in early 16th century but the actual functioning started only after the second world war. Dr. K. T. Chandy, Agricultural & Environmental Education I. Introduction Agricultural extension is a branch of agriculture which assists the farmers to bring about continuous improvement in their physical, economic and social well being through individual and cooperative efforts. In other words, it helps in the development of an individual and the village community as a whole. It makes available to the farming community the scientific and technical information, training and guidance to solve the problems in agriculture including animal husbandry, gardening, horticulture, silviculture, agricultmal engineering...
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...B. Marketing Mix 1. Product Mix. Out of this World Inc. is a well known video game company. The company have took on other electronics as well but is know for video game and video consoles. The company is known for the quality and customization of each product created. The new Atari 2K is a great example of the company mission as a unit and a whole. The new Atari 2K will remain true to the key attributes of Out of this World Inc. products, but will be offered at a lower price point. 2. Price. Most of Out of this World Inc. products are at the top of the price scale. In the gaming world it seems as if most consoles are all around the same price. The typical consoles here at Out of this World Inc. range between $150.00 and $550.00. Out of this World Inc. new product, the Atari 2K, will range from $200.00 and $399.00. The goal is to market the product at a cheaper price. Distribution. Distribution of the Atari 2K and games that are just made for the console will be sold around the world. Of course there Out of this World Inc. is nationally and international so the product will be marketed and sold around the world. However, the console will not be in lower retail stores like Game Stop. This is because Game Stop usually sells and carries used products and all systems will be new. Right now people save money on used games, and there’s no denying that. There are unintended consequences namely, that a great deal of money doesn’t end up going to the publishers and developers of...
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...Assessment activity 3.1 P1 How marketing techniques are used in two organizations In this assessment I will describe how marketing techniques are used to market products in two organizations. I choose Lexus and Hawk knitwear. Lexus is the luxury vehicle division of Toyota. It was first introduced in 1989 in the United States. It is now sold globally and it is the largest-selling make of premium cars. Lexus Marketing techniques Lexus is one of the largest luxury vehicle division, so they have to keep up their good work. It is very important to develop new cars every 2 years. They need to develop extra tools for the car, that you can buy when you already have a car, or which you can get as a gift when you buy a new car. Diversification is an important thing at Lexus, because they have business clients and private clients. Each client will have another special thing they want and Lexus has to fulfill their expectations. Brand building and positioning Lexus started in 1989, in the United States of America. It all begun with the question; can we create a luxury vehicle to challenge world’s best? Toyota started a top secret project, F1 and when they finished the project, the Lexus LS400 was developed. It was a great success and now, several years later, Lexus is still the best in the luxury vehicle division. Since they start focusing on hybrid cars in 2011, the only became bigger in Europe. They build up a luxurious car brand, which is still known for all the luxury...
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...Reporting Trends………………………………………………………………………..…. 9, 10 3. Conclusion…………………………………………………………………………………………………..... 10 4. Bibliography…………………………………………………………….…………………………………….. 11 Introduction Coca-Cola Company was established in 1892 in North America, and has since expanded successfully into the international market, now doing business in over 200 countries around the world (Coca-cola.co.uk. 2013). Coca-Cola sells a wide variety of beverages from water to soft drinks, sports drinks, and teas. Coca Cola Company has acquired existing beverage brands over the years, including Minute Maid and Honest Tea, Inc. Coca-Cola follows the strict financial reporting guidelines established by the ISAB and FASB, and reports financial activities in an unbiased and transparent way. The following analysis looks at the financial statements of Coca-Cola Company during the years of 2010,...
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