Sökning: "horizontal brand extension"

Hittade 4 uppsatser innehållade orden horizontal brand extension.

1. 1. Panos Emporio, Extending the Brand

   Magister-uppsats, Högskolan i Borås/Institutionen Textilhögskolan

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

   Sammanfattning : 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. LÄS MER

3. 2. Horizontal Brand Extension and Customer perception

   Master-uppsats,

   Författare :Khalid Khan; Rattanawilai Janthimapornkij; [2011]
   Nyckelord :;

   Sammanfattning : 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. LÄS MER

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

   Kandidat-uppsats, Högskolan i Borås/Institutionen Textilhögskolan

   Författare :Ellinor Engström; Hanna Svedman; [2011]
   Nyckelord :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;

   Sammanfattning : 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. LÄS MER

5. 4. Line–extensions; A longitudinal study concerning effects on brand equity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Christoffer Björklund; Fredrik Svensson; [2006]
   Nyckelord :Line extension; Brand Equity; Brand Strength; Market Share; Loyalty; Management of enterprises; Företagsledning; management; Business and Economics;

   Sammanfattning : Thesis purpose The study aims to examine the effects vertical and horizontal line extensions might have on the total parent brand equity in terms of strength and its baseline product regarding of market share, loyalty and penetration under an elapsed period of time. The study aims to investigate a number of actual conducted line extensions effect on the above mentioned aspects of Kellers (1993) definition of brand strength as a part of the total brand equity. LÄS MER