영어에서 BRAND EXTENSION 의 뜻은 무엇인가요?
브랜드 확장
브랜드 확장 또는 브랜드 스트레칭은 잘 발달 된 이미지로 제품을 마케팅하는 회사가 다른 제품 카테고리에서 동일한 브랜드 이름을 사용하는 마케팅 전략입니다. 이 새로운 제품을 스핀 오프 (spin-off)라고합니다. 조직은이 전략을 사용하여 브랜드 가치를 높이고 활용합니다. 브랜드 확장의 예로 Jello-젤라틴이 Jello 푸딩 팝을 제작합니다. 브랜드 이름에 대한 인지도를 높이고 둘 이상의 제품 카테고리에서 제공되는 제품의 수익성을 높입니다. 브랜드의 "확장 성"은 브랜드의 가치와 목표에 얼마나 강한 소비자 협회가 있는지에 달려 있습니다. Ralph Lauren의 Polo 브랜드는 침구 및 수건과 같은 의류에서 가정용 가구로 성공적으로 확장되었습니다. 옷과 침구는 모두 린넨으로 만들어졌으며 위안과 우울함의 비슷한 소비자 기능을 수행합니다. 팔 \u0026 amp; 해머는 기본 베이킹 소다에서 구강 관리 및 세탁물 관리 범주로 브랜드 자산을 활용했습니다. 주요 특성을 강조함으로써, 핵심 제품인 Arm \u0026 amp; Hammer는 이러한 속성을 새로운 카테고리로 활용하여 성공을 거둘 수있었습니다.
영어 사전에서 brand extension 의 정의
사전에 브랜드 확장의 정의는 브랜드 스트레칭이라고도하는 관련이없는 분야에서 새로운 제품이나 서비스를 홍보하기 위해 잘 알려진 브랜드 이름을 사용하는 관행입니다.
«BRAND EXTENSION» 관련 영어 책
다음 도서 목록 항목에서
brand extension 의 용법을 확인하세요.
brand extension 에 관련된 책과 해당 책의 짧은 발췌문을 통해 영어 서적에서 단어가 사용되는 맥락을 제공합니다.
1
Success Factors of
Brand Extension in International Marketing
Over the last decades, an increasing number of companies have begun to recognize that their brands are the most real and marketable assets they have developed and thus are a source of competitive advantage (e.g.
2
Brand Failures: The Truth about the 100 Biggest Branding ...
Barron's Dictionary of Business Terms defines brand extension as 'the addition of
a new product to an already established line of products under the same name.'
Okay, so that's the definition — but what's the incentive? Many companies ...
3
Brand Extension in the Upscale Hotel Industry; Conceptual ...
JungKook Lee. P3: Consumers' previous brand experience with the brand will
have a positive effect (a) on the perceived quality of the brand and (b) on the
perceived fit that influence the attitude toward brand extension P4: Consumer's
travel ...
4
Advertising and Integrated
Brand Promotion
Exhibit 1.20 Advertising helps companies with brand extension strategies. Here,
the famous Crest name is being used as the company extends the brand name
into toothbrushes. What value does the widely recognized nature of a good brand
...
Thomas O'Guinn, Chris Allen, Richard Semenik,
2011
5
Handbook of
Brand Relationships
A number of factors have been identified that influence whether consumers will
evaluate brand extensions in a favorable manner. key among them is the degree
to which a brand extension “fits” with the parent brand, which consumers judge in
...
Deborah J. MacInnis, C. Whan Park, Joseph R. Priester,
2009
6
Brand Positioning: Strategies for Competitive Advantage
A brand extension should be 'No-go', however, if it does indeed conflict with or
dilute the sharply focussed position of the mother brand in the prospect's mind.
Does Dettol soap for a 100% bath dilute or conflict with the clear, sharp position
of ...
7
(Re)inventing the
Brand: Can Top Brands Survive the New ...
No aspect of brand management is quite so hotly discussed as that of brand
extension. This is hardly surprising, given that it is the most radical of the
innovations offered by new-style brand management in cases where companies
plan to ...
Consumers tend to like brand extensions more when the product fits in some way
with the parent brand or with the set of brands in the brand family and when they
really like the parent brand.26 The fit between brand extension and parent ...
Wayne D. Hoyer, Deborah J. MacInnis,
2008
9
McDonald's
Brand Extension Into Mccafé
This paper is a case study of McDonald's brand extension into the gourmet coffee outlet industry through its McCafe concept in Singapore.
Rowena Tan Chu Jie, Olivia Lee Hup Kee, Shawn Ho Zhi-Wei,
2010
10
Handbook of Hospitality Marketing Management
Benefits of a brand extension are also summarized here. First, when executed
successfully, time and promotional costs of a newly launched concept (i.e., an
extended brand or concept) are significantly reduced. Second, the newly
extended ...
Haemoon Oh, Abraham Pizam,
2008
«BRAND EXTENSION» 단어를 포함하는 뉴스 기사
다음 뉴스 기사의 맥락에서 국내 및 국제 언론이 말하는 내용 및
brand extension 단어를 사용하는 방법을 알아보세요.
Karl Lagerfeld: King of couture
Only time will tell if Fourrure is a commercial success, but placing the house on this rarefied stage is a neat bit of brand extension, all part of ... «Financial Times, 7월 15»
Tim Smit dreams of an Eden in Christchurch
Part of that brand extension involves opening new projects in other places. There is one to come in China, which will partner with Lincoln ... «The Press, 7월 15»
Owner of Tennents say tough new drink drive limits in Scotland has …
In the US, it said the recent launch of its Gumption cider brand extension had performed strongly with sales ahead of plan. It said: "The US cider ... «Herald Scotland, 7월 15»
Why Mondelez is bringing Ritz into the 21st century with ad featuring …
This brand extension is clearly intended to make inroads into the crisps market. Mondelez sees huge growth potential in alternative snacks. «Marketing, 7월 15»
Full Clip: July's Hip Hop Albums Reviewed By Gary Suarez
No media blitz, brand extension, or shock treatment can revive a rotting carcass. Unremarkable Wu-Tang Clan reunion records 8 Diagrams and ... «The Quietus, 7월 15»
Catch Lerato Kganyago and Pearl Thusi's new talk show today
... is also calculated to be an exponential brand extension strategy targeted at delivering greater brand visibility and larger market shares," says ... «Channel 24, 7월 15»
KJG unveils new Rubik's Cube style guide
Independent licensing and brand extension firm KJG Ltd has unveiled a new fashion and art-directed style guide for Rubik's Cube. The guide ... «Licensing.biz, 7월 15»
ConAgra Foods: All options are on the table
... contemporize the brand and improve product quality while with Healthy Choice ConAgra is developing a brand extension called Simply that ... «Food Business News, 7월 15»
Carlsberg Men's Shampoo: Brand Extension Gets Beer Fans in a …
The slain bodies on the battlefield of brand extensions are numerous. But beer brand Carlsberg thinks it has a winner with a new line of ... «brandchannel.com, 6월 15»
Consumer feedback defines beverage packaging design
This can either be an evolution of an existing product label, a new bottle for a brand extension or a completely new brand that we want to bring ... «Packaging Digest, 6월 15»