that have been in existence since 2001. The new design created an effect of people thinking that they are not buying the same old Miller Lite hence found their sales considerably low. Several advantages are associated with using the same brand name for products that are new. The brand name being well established, the firm will be able to spend less in developing consumer awareness of the brand and associations for the new products. If the original brand has a strong acceptance from consumer, the
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full text archive of this journal is available at www.emeraldinsight.com/1355-5855.htm Brand extension: using parent brand personality as leverage Angelina Nhat Hanh Le and Julian Ming Sung Cheng Business Administration Department, National Central University, Chung-Li City, Taiwan, Republic of China Brand extension 599 Yueh Hua Lee Department of Business Administration, Tamkang University, New Taipei City, Taiwan, Republic of China, and Megha Jain Department of International Tourism
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Lux: a) Brand Launching: In 1924 b) Country of Origin: UK c) Founder: Lever Brother (Now know as Unilever) founder William Hesketh Lever and his brother James d) Industry: Soap (Health Care) e) Brand Name origin: The name Lux means ‘light’ in Latin, however the name was chosen from the word word ‘luxury’. 2. Lifebuoy: a) Brand Launching: In 1894 b) Country of Origin: UK c) Founder: Same as of Lux d) Industry: Soap (Health Care) e) Brand Name origin: buoy
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2 II. Body 3 1. Literature review 3 1.1 Global brands 3 1. 3 Brand Images & Country of origin (COO) effects 4 Figure 1: Model for developing strong brands based in Country of Origin image 6 1.4 Brand Names 7 2. Discussion 7 2.1 Existence of global brands 7 2.2 Cultural sensitivity & COO image perception 9 2.3 Brand name & national alphabet 9 Figure 2: Chinese naming analysis 10 Figure 3: Domestic brand names in Vietnamese market 11 III. Conclusion 12 IV. REFERENCES
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I. Executive Summary Axiata Bangladesh Ltd. is the third largest mobile phone operator in Bangladesh. In 28th March, 2010 they changed their brand name from Aktel to Robi. They also changed the logo and slogan of their brand. By doing this they tried to reach the customer specially who lives in village. Measuring the effectiveness of their rebranding is essential as it has already been passed one year after rebranding. Customer’s perception is essential to measure for this purpose. We have conducted
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Americans who have do not have insurance or were previously denied coverage. This reform will provide opportunities for many industries but specifically, the pharmaceutical industry will see much growth. However, one must look at the effect on brand-name and generic drug manufacturers individually to fully understand the ramifications. Overall, healthcare reform is a large growth opportunity for the pharmaceutical industry and research shows a great deal of support for the legislation. In 2009
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Brand identity stems from an organization, i.e., an organization is responsible for creating a distinguished product with unique characteristics. It is how an organization seeks to identify itself. It represents how an organization wants to be perceived in the market. An organization communicates its identity to the consumers through its branding and marketing strategies. A brand is unique due to its identity. Brand identity includes following elements - Brand vision, brand culture, positioning,
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Product and Brand Management (MGMT-MKTG-638) - Revision Exercises - 1. “Customer analysis & competitor analysis are necessary for developing product strategy”. Comment. 2. Explain the steps involved in developing a new product with suitable examples. . Idea Generation The development of a product will start with the concept. The rest of the process will ensure that ideas are tested for their viability, so in the beginning all ideas are good ideas (To a certain extent!)
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Mitchell | Overview Before becoming Accenture, Andersen Consulting was a new branch of Andersen Accounting in 1989. Andersen Consulting faced a difficult task of positioning itself in the information technology marketing while also forging an identity separate from its accounting heritage. The challenge was to retain the positive aspects of the brand equity and break away from the limitations associated with an accounting brand. Originally, Andersen Consulting did not offer innovative solutions, which
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company based in New York was originally manufacturer of soap and detergent products. After 1987, the company product range focusing on the oral, household, toiletries and personal cares products. The company also active in research and development of producing new product ranges. The company is targeting into cosmetic and medicated market segment to their product ranges with different brands names. This is to cater more target market sectors which they need to rebrand their names to Colgate Soft
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