Essays about: "horizontal brand extension"

Found 3 essays containing the words horizontal brand extension.

  1. 1. Panos Emporio, Extending the Brand

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Mona Hashemi; Hadeel Hajem; [2012]
    Keywords : brand image; brand identity; brand equity; brand extension; horizontal brand extension; costumer attitudes; loyalty;

    Abstract : Brands have for a long time been used to identify and distinguish organizations, companies and products, it can be compared to as the soul of a company. A brand extension is a clear channel for product innovation, which can be a powerful tool to hold a competitive advantage. READ MORE

  3. 2. Horizontal Brand Extension and Customer perception

    University essay from

    Author : Khalid Khan; Rattanawilai Janthimapornkij; [2011]
    Keywords : ;

    Abstract : Company use different method for extended their business to different market and to different segment. They use different method; brand extension is one of popular strategy for extension of business. Brand extension does not become successful for every brand, it is very risky. READ MORE

  4. 3. Horizontal brand extensions : the key factors of success

    University essay from Högskolan i Borås/Institutionen Textilhögskolan

    Author : Ellinor Engström; Hanna Svedman; [2011]
    Keywords : brand extension; horizontal brand extension; luxury brand extension; brand associations; brand universe; brand equity; brand image; brand identity; brand promise; storytelling; brand extension strategies; licensing; range brand platforms; implementation errors; key factors for successful brand extensions; brand positioning; branding umbrella;

    Abstract : Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well. READ MORE