strategic brand mgt wk12a chp12-1

strategic brand mgt wk12a chp12-1 - v Strategic Brand M...

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v 12/08/2000 v Strategic Brand Management Koert van Ittersum
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v 12/08/2000 Overview v New Products and Brand Extensions v Advantages of Brand Extensions v Disadvantages of Brand Extensions v Understanding How Consumers Evaluate Brand Extensions v Evaluating Brand Extension Opportunities v Extension Guidelines Based on Academic Research
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v 12/08/2000 New Products and Brand Extensions v Market growth strategies Ansoff Growth Share Matrix Current products New products Current markets Market penetration strategy Product development strategy New markets Market development strategy Diversification strategy
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v 12/08/2000 New Products and Brand Extensions v New product introduction : 1. Develop new brand, individually chosen for the new brand 1. Apply one of the existing brands in some way 1. Combination of a new brand with an existing brand
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v 12/08/2000 New Products and Brand Extensions v Brand extension Use of an established brand name in one product class to enter a new product class examples? v Line extension = the parent brand is used to brand a new product that targets a new market segment within a product category currently served by the parent brand v Category extension = parent brand is used to enter a different product category from that currently served by the parent brand
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v 12/08/2000 New Products and Brand Extensions Brand Extension: Examples v Harley Davidson And…… of course [click]
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v 12/08/2000 New Products and Brand Extensions Brand Extension: Examples v Harley Davidson Commercial break
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v 12/08/2000 New Products and Brand Extensions v Category extension 1. Introduce the same product in a different form 2. Introduce products that contain the brand’s distinctive taste, ingredient, or component 3. Introduce companion products for the brand 4. Introduce products relevant to customer franchise of the brand 5. Introduce that capitalize on the firm’s perceived expertise 6. Introduce products that capitalize on the distinctive benefit, attribute, or feature owned 7. Introduce products that reflect the brand’s distinctive image or prestige of the brand
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v 12/08/2000 New Products and Brand Extensions Commercial break
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v 12/08/2000 New Products and Brand Extensions Commercial break
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This note was uploaded on 01/25/2011 for the course MGT 4304 taught by Professor Vanittersum during the Spring '08 term at Georgia Tech.

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strategic brand mgt wk12a chp12-1 - v Strategic Brand M...

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