Sökning: "Vertical Brand Extensions"

Visar resultat 1 - 5 av 8 uppsatser innehållade orden Vertical Brand Extensions.

1. 1. Product Line Extension in an Online Environment

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

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

   Sammanfattning : 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. LÄS MER

3. 2. Mer är mer - En kvantitativ studie på effekterna av vertikala varumärkesutvidgningar i nedåtgående led på lyxvarumärken

   C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Författare :Lovis Hyddmark; Erica Jaeckel; [2016]
   Nyckelord :Brand extension; Luxury; Purchase intention; Attitude; Brand evaluation;

   Sammanfattning : In order for brands to differentiate themselves from their competitors, they frequently renew themselves by launching new brands. The luxury industry is characterized by a high competition and density of brands, therefore a differentiating strategy is even more important. LÄS MER

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

   Magister-uppsats, Högskolan i Halmstad/Centrum för innovations-, entreprenörskaps- och lärandeforskning (CIEL)

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

   Sammanfattning : 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. LÄS MER

5. 4. Varumärkesutvidgning - En studie om konsumenters attityder mot ökad tillgänglighet hos lyxvarumärken

   Kandidat-uppsats, Avdelningen för företagsekonomi

   Författare :Johanna Pihlgren; [2014]
   Nyckelord :Brand extension; luxury brands; luxury consumption; Varumärkesutvidgning; lyxvarumärken; lyxkonsumtion;

   Sammanfattning : När ett företag väljer att utvidga sitt varumärke kan det av olika anledningar antingen gynna eller missgynna varumärkets värde. Risken att strategin påverkar varumärket negativt är större hos varumärken och det är svårt att implementera strategin rätt för att det inte ska skada imagen. LÄS MER

7. 5. 'Brand Availability': Enhancing a Brand's Competitive Advantage

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

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

   Sammanfattning : 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. LÄS MER