Go Back   ManagementParadise.com Forums Resolve Your Query - Get Help and discuss Projects > Marketing Management ( RM , IM )

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 = ...

Reply

 

Thread Tools Display Modes
Classic Brand Concept
Old
 (1 (permalink))
Sunanda K. Chavan
sunandaC has a spectacular aura aboutsunandaC has a spectacular aura aboutsunandaC has a spectacular aura about
 
sunandaC
Management Paradise Guru
 
Status: Offline
Posts: 6,680
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 .
Advertisements
Friends: (0)
Reply With Quote
Reply

Bookmarks

Tags
brand, classic, concept

Related to Classic Brand Concept
 

Similar Threads

Thread Thread Starter Forum Replies Last Post
Classic Chairs Project OldProjectsData Management of Small Scale Industries ( MSSI ) 6 April 5th, 2016 12:17 PM
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
 

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


Login
Forgot Password?  New User?
  

» Recent Threads

Application Feedback...
Last post by Maya Raichura
4 Hours Ago 03:52 AM
Alumni Leaders: Michael...
Last post by Maya Raichura
4 Hours Ago 03:52 AM
Cut off list of Mumbai...
Last post by Jenny Shine
10 Hours Ago 09:28 PM
Fastenal Company -...
Last post by Jitendra Mazee
13 Hours Ago 06:26 PM
Farmland Partners Inc. -...
Last post by Jitendra Mazee
13 Hours Ago 06:22 PM

» Ads


ManagementParadise.com is not responsible for the views and opinion of the posters. The posters and only posters shall be liable for any copyright infringement.