Sökning: "vertical brand extension"

Visar resultat 6 - 9 av 9 uppsatser innehållade orden vertical brand extension.

1. 6. '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

3. 7. Success Drivers for Vertical Brand Extensions in the Luxury Sector

   Magister-uppsats, Sektionen för ekonomi och teknik (SET)

   Författare :Sebastian Huber; Sarah-Jane Schlegel; [2013]
   Nyckelord :vertical brand extension; brand transfer; brand stretch; luxury marketing; brand management;

   Sammanfattning : 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. LÄS MER

4. 8. Prestigens inverkan på vertikala brand extensions för högteknologiska varumärken

   Kandidat-uppsats, Sektionen för ekonomi och teknik (SET)

   Författare :Erik Olausson; Mattias Johansson; [2011]
   Nyckelord :Varumärken; Högteknologi; Prestige; Line Extensions; Påverkan; Konsumenters uppfattning; Varumärkeskapital; Varumärkesutvidgning;

   Sammanfattning : Det är idag vanligt med företag som använder sitt befintliga varumärke för att nå nya målgrupper för att öka sin lönsamhet. Ett sätt att göra detta är att introducera produkter i en ny prisklass, en så kallad vertikal brand extension. LÄS MER

5. 9. 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