Essays about: "category brand extension"
Showing result 1 - 5 of 11 essays containing the words category brand extension.
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1. A Guideline for Conducting Form Analysis of Branded Products : The Development of a Design Guideline Framework for Product-Producing Companies in a Brand Management Context
University essay from Linköpings universitet/MaskinkonstruktionAbstract : This thesis presents the research and development of a framework for creating design guidelines, aimed towards product-producing companies as a part of a brand extension strategy. The thesis answers two research questions: RQ1: What strategies could be used to analyze visual form and product design as a part of a brand extension strategy for a product-producing company? RQ2: How can an existing visual brand identity be utilized during the product development process and redefined for new product categories? The thesis is divided into a literature review and a case application of the presented theories on a real-world product development process. READ MORE
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2. Product Line Extension in an Online Environment
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : 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
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3. Transferring components of brand loyalty in a brand extension scenario within FMCG
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : Brand managers within FMCG are continuously looking to capitalize on strong brands to grow their business. Strategies involving brand extension activities have become increasingly popular, as it allows brand managers to build on already established consumer-brand relations to increase cross-selling. READ MORE
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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)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
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5. Three wrongs make a right
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : 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
