: 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
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 04:49 PM
classic.mannu Intro classic.mannu Introduce Yourself !! 0 October 27th, 2008 11:01 PM
classic Intro classic Introduce Yourself !! 0 September 13th, 2008 08:59 PM
Classic Chairs Project OldProjectsData Management of Small Scale Industries ( MSSI ) 5 December 17th, 2007 11:49 AM



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 On

Forgot Password?  New User?

» Ads

» Recent Threads

Black Tiger born in...
Last post by Joel Francis
6 Hours Ago 09:18 PM
0 Replies
Payroll Process
Last post by Colin Middleton
10 Hours Ago 05:05 PM
1 Replies
Epic Research Update :...
Last post by Epic Research
14 Hours Ago 01:01 PM
1 Replies
Epic Research Update :...
Last post by Epic Research
14 Hours Ago 01:00 PM
1 Replies
Debra Hass & Associates...
Last post by Kaye Mahall
1 Day Ago 06:42 PM
0 Replies
Soultion manual on... ( 1 2 3... Last Page)
Last post by Lee Parker
2 Days Ago 10:59 PM
65 Replies
CFA Level 1, Level 2 and...
Last post by Jean Marc
2 Days Ago 11:30 AM
6 Replies
Need companies address... ( 1 2)
Last post by Bhautik Kawa
3 Days Ago 10:30 AM
15 Replies
Epic Research : Asian...
Last post by Epic Research
4 Days Ago 11:04 AM
4 Replies
Epic Research : US...
Last post by Epic Research
4 Days Ago 10:48 AM
3 Replies
Solutions Manuals,... ( 1 2)
Last post by Rafia Faiz
4 Days Ago 10:38 AM
16 Replies
Solution manual on... ( 1 2 3)
Last post by Love Boy
5 Days Ago 01:47 AM
28 Replies
Last post by Rajesh Chourasia
5 Days Ago 09:11 PM
2 Replies
If stock market goes...
Last post by Hrishita Sahay
5 Days Ago 09:03 PM
1 Replies
10 Unique way to...
Last post by Muneeb Gill
5 Days Ago 06:41 PM
3 Replies

» Projects Helpline

No Threads to Display.


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