Essays about: "brand stretch"

Found 5 essays containing the words brand stretch.

  1. 1. From Champagne showers to the back of the grid: A case study of Williams Racing

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Mirza Bander; Yasmine Hartvig; Caoimhe O'Sullivan; [2021]
    Keywords : Brand heritage; Heritage brand; Brand identity; Brand reputation; Formula 1; Brand Management; Sponsorship; Business and Economics;

    Abstract : Williams is a long standing, family owned and operated Formula 1 team. Their track record of success is closely tied to their status as a skilled and independent constructor in a highly competitive and monetized sport. When founder Frank Williams steps aside and his daughter Claire takes over, the team struggles to produce the glory of yesteryear. READ MORE

  3. 2. When product attributes are not enough: A study of a Finnish cosmetics brand on the Swedish market

    University essay from Uppsala universitet/Företagsekonomiska institutionen

    Author : Jutta Hedlund; Karla Mattero; [2018]
    Keywords : Non-product-related-attributes; similar markets; consumer expectations; brand attitudes; cosmetics market;

    Abstract : The predominating theories on non-product-related attributes stretch only so far to explain why some brands do not manage to succeed on foreign markets where the product needs are essentially similar to their domestic markets. Therefore, the aim of this paper is to cast new light on the theoretical field of non-product-related attributes, by unveiling which non-product- related attributes affect consumer brand preferences on similar markets. READ MORE

  4. 3. A concept study of a motorized hose handler

    University essay from Malmö universitet/Fakulteten för teknik och samhälle (TS)

    Author : Robin Nedhagen; Mikael Karlsson; [2018]
    Keywords : Concept; Hose;

    Abstract : Bensinpumpar har använts sedan början av 1900-talet och användningen expanderade snabbt genom åren. Utformningen och funktionerna på bensinpumparna har ständigt förnyats och optimerats för att göra tankningsprocessen säkrare, snabbare och bekvämare. READ MORE

  5. 4. 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

  6. 5. 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