Essays about: "Vertical Brand Extensions"

Found 4 essays containing the words Vertical Brand Extensions.

1. 1. Product Line Extension in an Online Environment

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

   Author : Johanna Bjarke; Madeleine Hultin; [2017]
   Keywords : product line extension; assortment variety; assortment complexity; brand quality perception; online marketing;

   Abstract : Previous research has shown that a more varied assortment does not only increase sales by satisfying consumer preferences but also by gaining more attention due to increased shelf space. Product line extensions are therefore not solely of importance when it comes to aiming for a high actual variety in the assortment, but also when aiming to increase the visual size of the assortment. READ MORE

3. 2. The Influence of Brand Equity and Brand Identity on Brand Extension Strategies

   University essay from Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)

   Author : Katja Hein; Deike Bode; [2015]
   Keywords : brand extension; brand extension strategies; parent brand; brand management; brand equity; brand identity; brand concepts; FMCG; line extension; vertical line extension; category extension;

   Abstract : The times of following a ‘one brand – one product’ strategy have long past. Nowadays, firms are increasingly recognizing the true value of their brands and are starting to use these as a source of competitive advantage. READ MORE

4. 3. 'Brand Availability': Enhancing a Brand's Competitive Advantage

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Elisabeth Matsson; Janette Gellert; [2014]
   Keywords : Brand Availability; Vertical Brand Extensions; Competitive Advantage; Positioning; Brand Equity; Business and Economics;

   Abstract : The purpose of this study is to explore the effects of vertical brand extensions on consumer perceptions and brand equity. The aim of this study is to take a strategic brand management perspective in order to answer two research questions: How does a vertical brand extension affect the brand? How does a vertical brand extension affect consumer perceptions of the core brand? The main finding in this study is the need for a new concept in order to explain how the introduction of a vertical brand extension affects consumers and their perception. READ MORE

5. 4. 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