Oportunidades de brand extension

kindly support in spite of time and space. Finally, we are very grateful for having the opportunity to work on this thesis at Halmstad University. Chen Si Jia and Gu Jing Halmstad University May 21, 2012 I Abstract Over the decades, brand extension has been a core marketing strategy for a great number of companies. Brand extension enjoys a good reputation for bringing practical advantages to companies whilst it faces disputation at the same time because of a relatively high percentage of failures. Using modified Aaker’s brand equity model as the theoretical framework, the authors undertake a comparative case study to analyze the opportunities and challenges a company might face while using brand extension strategy, particularly in category brand extension: Yamaha Corporation as a successful example, and Virgin Group as a failure one. The analysis mainly focuses on the four elements in the modified Aaker’s brand equity model: brand awareness, brand loyalty, brand associations and perceived quality. The findings show that a company faces challenges when consumers have a more solid loyalty towards the competitor’s brand and when consumers are confused about brand associations. On the contrary, a company acquires opportunities in brand extension as long as a strong brand loyalty and a related connection between the parent brand and the extended brand exist. Keywords: brand equity, brand extension, category brand extension II Index 1…

mercado altamente competitivo. Conceitos de Globalização, Marketing, Marketing Glocal, e Cultura são definidos e explorados. A influência da cultura no comportamento do consumidor, e no composto mercadológico de empresas globais é analisada. A tipologia cultural de Hofstede é explicada e utilizada para dar uma visão geral e uma compreensão sobre a influência de cultura na aceitação de novos produtos em novos mercados. A relação entre cultura e composto mercadológico é discutida, bem como…

e funcionário do Google chamado Orkut Büyükkokten,(Fonte: google.com.br / historia das redes sociais 9/11/203) ele que colocou seu nome a rede social, teve como objetivo ao criar o Orkut com a proposta de possibilitar aos usuários a criação de novas amizades. Em seu lançamento, o público alvo seria os internautas americanos. Mas os países que mais fizeram sucesso foi Brasil e a Índia, foi uma febre o Orkut só te dava direito de participar se algum amigo lhe enviasse o convite. No mesmo…

de quase integração vertical, com a instalação “wall to wall” de pequenas a médias fábricas. Os três casos parecem evidenciar que o estabelecimento de parceiras e o nível de confiança estabelecido, foram decisivos para a sobrevivência e expansão das empresas. Abstract This paper identifies three distinct strategic models for the coordination of the transactions, and growth in the Portuguese packaging industry. Three case studies are focused here in. Although their strategic models…

influenciado pelos estudiosos clássicos (James Stuart Mills, Adam Smith, Parson Malthus, David Ricardo, Karl Marx e Friedrich Engels) e neoclássicos (Thorstens Veblen, Otto Bauer, Von Hayek, Joseph Schumpeter, John Maynard Keynes, Paul A. Samuelson e Milton Friedman), ou seja, os monetaristas e os teóricos da economia de mercado influenciaram o processo dos sistemas de planejamento (RASMUSSEN, 1990). Esses teóricos da economia clássica e neoclássica, embora não tivessem uma…

.. 24 2.5.1. Busca por identidade ........................................................................................................................ 24 2.5.2. Identificação social através do consumo .......................................................................................... 26 2.5.3. Atuais necessidades do consumidor ................................................................................................. 27 2.6. Percepção de Valor da Customização…

with lowincome consumers. Our findings indicated the following consumer behaviour characteristicsamongtheBrazilianBoPwhichseemtobedifferentfromtheirbetteroff countrymen: a different configuration of the perception of value not solely determinedbylowerprices,astrongerneedtocompensateforadignitydeficitand lowself-esteem,astrongerpreferenceforpersonalisedrelationships,ahighaspiration…

Published by the University of Pennsylvania. Copyright © 2005–2011 by Karl T. Ulrich This work may be reproduced free of charge under a Creative Commons license so long as (1) the reproduced excerpt is at least one complete chapter in length, (2) full citation is made of the complete book, and (3) no charge other than the actual cost of reproduction is passed along to end users. Edition 1.0 PDF version formatted for 8 ½ by 11 printing Other formats available at http://www.ulrichbook.org/…

chains as well as documents, articles, studies and statistics from the carbonated soft drinks sector. The research revealed that the processes occured in a disordely way, the discovery of an opportunity resulted of a set of conditions, the entrepreneurs did not compare opportunities and used rational and non-rational criteria for evaluating opportunities, they didn’t have a long-term goal or vision at the beginning of their companies and exhibited confidence and optimism about the…

Global Chief executive Interbrand 3 Best GloBal Brands 2011 by Interbrand wORLD CHANGiNG BRANDS AppLE, COCA-COLA, Bmw, AND pANASONiC each year as we value the world’s top 100 brands, a few emerge as clear standouts. Brands that have used creativity and innovation to enable us to do things we never thought possible, and cause us to feel a spark of excitement and joy. These brands have, very literally, changed the world. AppLE’S NEw HEADquARTERS: A LiviNG, BREATHiNG…