ЧТО ОЗНАЧАЕТ СЛОВО BRAND EXTENSION
Расширение торговой марки
Расширение бренда или растяжение бренда - это маркетинговая стратегия, в которой фирма, продающая продукт с хорошо развитым изображением, использует одну и ту же торговую марку в другой категории продуктов. Новый продукт называется побочным продуктом. Организации используют эту стратегию для увеличения и использования капитала бренда. Примером расширения бренда является Jello-gelatin, создающий попсы Jello pudding. Это повышает осведомленность о фирменном наименовании и повышает прибыльность от предложений в более чем одной категории продуктов. «Расширяемость» бренда зависит от того, насколько сильны ассоциации потребителей в отношении ценностей и целей бренда. Бренд Polo Ralph Lauren успешно распространился от одежды к домашней мебели, такой как постельные принадлежности и полотенца. И одежда, и постельные принадлежности сделаны из льна и выполняют аналогичную потребительскую функцию комфорта и hominess. Arm \u0026 amp; Hammer использовал свой собственный капитал от основной пищевой соды в категории ухода за полостью рта и стирки белья. Подчеркивая его ключевые атрибуты, чистящие и дезодорирующие свойства его основного продукта, Arm \u0026 amp; Хаммер смог успешно использовать эти атрибуты в новых категориях.
Значение слова brand extension в словаре английский языка
Определение расширения бренда в словаре - это практика использования известного бренда для продвижения новых продуктов или услуг в не связанных между собой областях. Также называется растяжение бренда.
КНИГИ НА АНГЛИЙСКИЙ ЯЗЫКЕ, ИМЕЮЩЕЕ ОТНОШЕНИЕ К СЛОВУ «BRAND EXTENSION»
Поиск случаев использования слова
brand extension в следующих библиографических источниках. Книги, относящиеся к слову
brand extension, и краткие выдержки из этих книг для получения представления о контексте использования этого слова в литературе на английский языке.
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
НОВОСТИ, В КОТОРЫХ ВСТРЕЧАЕТСЯ ТЕРМИН «BRAND EXTENSION»
Здесь показано, как национальная и международная пресса использует термин
brand extension в контексте приведенных ниже новостных статей.
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, Июл 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, Июл 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, Июл 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, Июл 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, Июл 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, Июл 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, Июл 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, Июл 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, Июн 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, Июн 15»