Essays about: "Brand extensions"

Showing result 21 - 25 of 36 essays containing the words Brand extensions.

  1. 21. Re-Branding "Reefer": The Effects of Branding on Consumer Attitudes Towards Legal Cannabis

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : David Olson; [2014]
    Keywords : cannabis; branding; consumer attitudes; emerging markets; market shaping;

    Abstract : Legal cannabis markets have begun rapidly emerging around the world and the trend seems poised to continue spreading. But even after the fight for legalization has been won, there awaits an entirely new battle for actors in the cannabis market: undoing the decades of stigma, stereotypes, and controversy surrounding the world's most valuable cash crop. READ MORE

  3. 22. Branding at the Ice Cream Factory : A Case Study of the Branding Strategy at SIA Glass

    University essay from Företagsekonomiska institutionen

    Author : Frida Ejnar; Maria Sahlberg; [2013]
    Keywords : Branding; Brand management; Branding strategies; Umbrella branding; Brand extension; Value;

    Abstract : Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. READ MORE

  4. 23. Three wrongs make a right

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Filip Winberg; Hatem Fassatoui; [2013]
    Keywords : incongruent; brand; extensions; sequential; fit;

    Abstract : Although the increased importance of brand extensions in the marketplace have been followed by a proliferation of research on the subject, there is limited knowledge to guide companies who aim for several wide expansions into distant categories, to own a broad brand meaning and achieve strong salience. The purpose of this thesis is to assess whether a number of brand extensions incongruent to the original category can affect consumers' perception of future extensions of poor product fit and whether this is moderated by the firm's level of reputation. READ MORE

  5. 24. Evaluation of Brand Extensions : Exploring Factors Affecting Purchase and Recommendation Willingness of Brand Extensions

    University essay from Företagsekonomi

    Author : Hanna Brännström; Frida Staffansson; [2013]
    Keywords : ;

    Abstract : .... READ MORE

  6. 25. Success Drivers for Vertical Brand Extensions in the Luxury Sector

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Sebastian Huber; Sarah-Jane Schlegel; [2013]
    Keywords : vertical brand extension; brand transfer; brand stretch; luxury marketing; brand management;

    Abstract : In today's competitive environment, the ability to successfully launch new products at reasonably costs is considered a key success factor for leading brand manufacturers, which is why vertically leveraging existing brands becomes more significant. This is particularly exhibited by the luxury sector, which is increasingly attempting to launch new accessible product lines under an existing brand name in order to reach a larger consumer base and consequently increase profits and sales. READ MORE