: Worlds Leading Management Portal. MBA | Classroom, Boardroom and Beyond

Go Back Forums - Your MBA Online Degree Program and Management Students Forum for MBA,BMS, MMS, BMM, BBA, students & aspirants. > Projects HUB for Management Students ( MBA Projects and dissertations / BMS Projects / BBA Projects > Resolve Your Query - Get Help and discuss Projects > Marketing Management ( RM , IM )

Classic Brand Concept

Classic Brand Concept

Discuss Classic Brand Concept within the Marketing Management ( RM , IM ) forums, part of the Resolve Your Query - Get Help and discuss Projects category; The Shift in the Classic Brand Concept. “From 1 brand = 1 product = 1 promise to 1 brand = ...



LinkBack Thread Tools Display Modes
Classic Brand Concept
 (1 (permalink))
Sunanda K. Chavan
sunandaC has a spectacular aura aboutsunandaC has a spectacular aura aboutsunandaC has a spectacular aura about
Management Paradise Guru
Status: Offline
Posts: 6,685
Join Date: Jul 2010
Classic Brand Concept - September 16th, 2010

The Shift in the Classic Brand Concept.

“From 1 brand = 1 product = 1 promise to 1 brand = many product = many promise ---- the shift in

the classic brand concept.

Seriously there is a tremendous shift in branding Concept today of what it was earlier.

The 1980s witnessed a Copernican revolution in the understanding of the working of the brands.

Purchases of strong brands were seen as a short cut to buy customers mind .

In fact the distinguishing aspect of the modern marketing has been its focus upon the creation of

differentiated brands.

Market research has been used to help identify and develop bases of brand differentiation .

A trademark or brand identifies a product and its sources, but it does even more today.

Along came brand extension.

Today brand extension strategies are widely employed because of beliefs that they built and

communicate strong brand positioning, enhance awareness and increase profitability .

Brands are often extended beyond their original categories to reduce the cost and risk of entering a

new product category .

Research has proved that the success of brand extension depends on the transfer of parent brand

awareness and associations to the extension .

The transfer of these quality perceptions is the key in umbrella branding , in which the same brand

name is used for several products.

Ideally, the parent brand’s associations can contribute to a complex yet well defined brand image to

the extension.

A great benefit of brand extension is the instant communication of this salient image .

Furthermore, brand extension can be used to take advantage of marketplace growth opportunities and

to exploit positive brand equity .
Friends: (0)
Reply With Quote
Your Friendly Helper
Rep Power: 10MBA Helper
Automatic Reply for links related to your post


I am your friendly Helper. Check the related links below which might be of your interest.

Not a Member Yet ?? Sign Up Now. Click Here

Looking for something? Search the Forums

Need Help on your Research Report ? Ask for Help or Help Others and create your network. Give back to the community by sharing your knowledge in terms of notes, research reports, discussions, articles etc..

Help Yourself and Help Others

Ask us, we are here to help

Related to Classic Brand Concept

Similar Threads

Thread Thread Starter Forum Replies Last Post
jackson.classic Intro jackson.classic Introduce Yourself !! 0 March 28th, 2009 05:49 PM
classic.mannu Intro classic.mannu Introduce Yourself !! 0 October 28th, 2008 12:01 AM
classic Intro classic Introduce Yourself !! 0 September 13th, 2008 09:59 PM
Classic Chairs Project OldProjectsData Management of Small Scale Industries ( MSSI ) 5 December 17th, 2007 12:49 PM


brand, classic, concept

Thread Tools
Display Modes

Posting Rules
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

BB code is On
Smilies are On
[IMG] code is On
HTML code is On
Trackbacks are On
Pingbacks are On
Refbacks are Off

Forgot Password?  New User?

» Recent Threads

SSC Important Questions...
Last post by Jagruti Shah
1 Hour Ago 04:44 PM
2 Replies
Aramark head Neubauer...
Last post by Maya Raichura
3 Hours Ago 02:50 PM
0 Replies
Key Takeways from Budget...
Last post by Joel Francis
3 Hours Ago 02:14 PM
0 Replies
Ireland vs South Africa,...
Last post by Ritesh Maratha
4 Hours Ago 01:41 PM
0 Replies
New Zealand Climb in ODI...
Last post by Ritesh Maratha
4 Hours Ago 01:34 PM
0 Replies
Top Nations Struggle in...
Last post by Ritesh Maratha
4 Hours Ago 01:29 PM
0 Replies
A Great Run-Chase by...
Last post by Ritesh Maratha
4 Hours Ago 01:22 PM
0 Replies
Captain Morgan Blames...
Last post by Ritesh Maratha
4 Hours Ago 01:19 PM
0 Replies
The Woo Group Review RBC...
Last post by Sabina Valieran
4 Hours Ago 01:17 PM
0 Replies
Mcx Commodity...
Last post by Priya Sharma
5 Hours Ago 12:37 PM
0 Replies
Download Cinderella:...
Last post by Animation Movie
6 Hours Ago 12:12 PM
3 Replies
Motivational Keynote...
Last post by Slyasa Fox
6 Hours Ago 12:02 PM
0 Replies
Look, nobody likes Jews...
Last post by Ritesh Maratha
6 Hours Ago 11:39 AM
0 Replies
Review on Battle Creek
Last post by Ritesh Maratha
6 Hours Ago 11:33 AM
0 Replies
Schools reschedule on...
Last post by Ritesh Maratha
6 Hours Ago 11:30 AM
0 Replies

» Ads

» Projects Helpline

No Threads to Display. is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.

Management Paradise
About Us
Contact Us
Kartik Raichura
Terms & Conditions
Privacy Policy
Copyright © 2004 - 2013 Management Paradise. Site Developed by