The strategy of brand extension is being used by the organisations in order to cope up with different challenging situations and overcome the competitive pressure in the industry. According to the Han (1998), the brand extension of strategy have been beneficial for the companies in the process of reaping additional benefits from the already established brand. The main reason or rationale behind the introduction of new product under the name of well known and established brand is to make sure that the customers and market is familiar with the brand and the new product category can capture market on the basis of the positive and main characteristics of the parent brand (Buil, Chernatony, and Hem, 2009). Different options available to the brand managers in the process of brand extension are: 1. Horizontal Extension: the horizontal extension is further divided into line extension and category extension. In the line extension a whole new product, within the same category as that of the parent brand, is introduced in order to target and capture a new and different segment of the market. On the other hand, in the category extension the same brand is extended into a whole new product category. ...Show more
Different strategies and techniques are being used by the organisations in order to manage the brands and increase the brand value and worth (Mzungu, Merrilees, and Miller, 2010)…
Implications of branding strategies and their influence on consumer behaviour are also examined. International marketing environment International marketing is “marketing in an internationally competitive environment, whether the market is home or foreign” (Cherunimal, 2010, p.1).
The ability of the learner to perform well in listening appears to be highly related to the strategy that is employed. A number of strategies have been studied and the general consensus is that metacognitive strategies improves listening proficiency. 2.1 Studies on listening In the past little attention was given to listening comprehension both theoretically and practically.
In this turbulent business environment brand plays an imperative role towards the success of a company. Every company operating in the market place strives to develop a brand for themselves. The past decades has witnessed the evolution of some of the strongest brands of world. Companies mainly develop a brand for the purpose of giving an identity to the product.
While a number of people identify brand by the logo of the company and audio jingle, a brand is denoted as one of the largest identification elements. Brand is a concept which is set in mind as a prospect. It is nothing else than an ongoing motion in which the consumer interchange marketing value in terms of financial value, by taking the advantages of the benefit that the brand provides to their consumers.
The intention of this study is a brand as a sign, term, symbol or design or combination of all these used by the marketers to differentiate the goods or services from that of the competitors. From the customers’ point of view brand can be viewed as a sign, term, symbol or design or combination of all these used by the customers to differentiate the offerings that off the customers.
The paper discovers how To Build a Strong Brand within the Fashion Industry. The term brand plays an extremely important role in the consumer buying behaviour. Therefore a lot of companies round the globe (if not all) have intensively engaged themselves in developing a strong brand. Building a strong brand helps to satisfy the target market segment.
Adverting is the effective method of transmission of the message to the target market to fulfill the deepest needs of customers. The amount of consumption of goods and level of advertising exposure in society forms a direct connection. This resembles the fact that advertising forms an active connection with the consumer behavior decision process.