Brand Stretch: Why 1 in 2 extensions fail, and how to beat the odds: A brandgym workout, David Taylor

Автор: Dhananjay Bapat
Название: Brand Extensions in Indian Context
ISBN: 3848429837 ISBN-13(EAN): 9783848429837
Издательство: LAP LAMBERT Academic Publishing
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Цена: 8646 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

Автор: Yen Wan Li
Название: E-Brand Extensions
ISBN: 384733543X ISBN-13(EAN): 9783847335436
Издательство: LAP LAMBERT Academic Publishing
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Цена: 10045 р.
Наличие на складе: Есть у поставщика Поставка под заказ.

Описание: Brand extension strategy is a component of brand management rooted in categorisation theory. The research outlined in this invaluable book provides a pathway for academic research in this field. Further to this it allows professionals to explore determinants of success for e-brand extensions in order to prevent the dilution of a brand. This project reflects realistic consumer perceptions and expands upon the inter-relationships between various factors. In taking account of these factors the author explains the process of how consumers transfer from traditional media usage to online news media. Based on academic theory and real-life situations, Yen provides a systematic explanation, thus providing managers with practical assistance and in- depth understanding of developing e-brand extensions.