lamarcaidentidadyestrategia.com
LA MARCA, identidad y estrategia | Archive | Steve Jobs
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LA MARCA, identidad y estrategia. Comentarios, teorías, ideas y casos. La cocina identidad de marcas. Brand Devotion: lo que hacen algunas marcas para conseguir fanáticos. Clave de marca: influir en lugar de controlar. La visión de Marca de Jobs. Seth Godin s Blog. The Brand Gym Blog. Filtro por Tema: Steve Jobs. La visión de Marca de Jobs. Lo quería compartir porque documenta la claridad del pensamiento estratégico de Jobs y su indiscutible talento como comunicador. Es una mini clase magistral. Fue desa...
brandextension.net
Brand Extension Research - Characteristics of Successful Brand Extensions
http://www.brandextension.net/success.html
Characteristics of Successful Brand Extensions. Successful Brand Extensions have Fit and Leverage.. What categories consumers will accept from a brand. A brands stretch-ability or boundaries. Distinctive properties a brand owns that provide a competitive advantage to the brand extension in its new category. The boundaries issue is what we call. T have that expertise in their mind. Whether they did or not didn. Parent brands considered for extension must own some distinctive properties. Though not ...
brandextension.net
Brand Extension Research - Definition of Brand Extension
http://www.brandextension.net/definition.html
147;Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category.. The philosophy of brand extension is not well understood and as a result, brand extension is often implemented incorrectly. Note the components of this definition of brand extension:. It is a new product. It should use a well known brand. The brand should have leverage with customers of the new category. Leverage with customers of the new category:. That is what a new br...
brandextension.net
Brand Extension Research - The Innovator of Brand Extension
http://www.brandextension.net/index.html
In 1979, Edward M. Tauber coined the term "Brand Extension". To describe using the leverage of a well known brand name in one category to launch a new product in a different category. At that point in time, there was no recognition of what a brand extension was or any systematic methods to pursue brand extension new products. As a result, Brand Extension Research. Successful brand extensions identified by. DEFINITION OF BRAND EXTENSION. THE BUSINESS OF THE BRAND. 8 TYPES OF BRAND EXTENSION.
brandextension.net
Brand Extension Research - Principles of Brand Extension
http://www.brandextension.net/principles.html
10 Principles of Brand Extensions. Brand Extension Research has identified 10 principles that characterize a GOOD brand extension. These rules should guide any work in order to increase the probability of success. Brands should not be extended unless they are well-known, have high awareness and a good reputation among the new target market. Brand extensions must be a logical fit with consumers expectations. Brand extensions that will not create positive synergy for the parent brand should not be pursued...
brandextension.net
Brand Extension Research - Case History - Clorox
http://www.brandextension.net/case1.html
Case History - CLOROX. Defining the 'Business' of the Brand. The concepts management were considering were all rejected by consumers. Here is what consumers said about them:. Bull; Clorox laundry detergent could fade or discolor clothes. Bull; Clorox automatic dishwasher detergent could take the finish off the china. Bull; Clorox carpet cleaner could take the color out of the carpet. Bull; Clorox oven cleaner corrosive on metal, fumes could be toxic. Bull; Clorox sanitizer and cleaner. One of the...
brandextension.net
Brand Extension Research - Types of Brand Extension
http://www.brandextension.net/types.html
8 Types of Brand Extension. In studying more than 300 brand extensions, Brand Extension Research determined that there are eight types. Each has its own unique type of leverage. 1 Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. Distinctive flavor/ingredient/component in the new item. Many brands own a benefit, attribute or feature that can be extended. Brand Extension Research showed ArmorAll...
brandextension.net
Brand Extension Research - Profile of Brand Extension Research
http://www.brandextension.net/profile.html
Kraft General Foods. Leo Burnett, Advertising. McKinsey and Company, N.Y. Nestlé Food Company. No Touch Automotive Group. SC Johnson and Son. Click here to read a collection of original articles written by Edward M.Tauber, introducing the concept of Brand Extension. More than 50 Brand Extension Studies conducted on brands such as:. Here is what we do for each client:. Provide a systematic approach to actively identify those brand extensions with the best chance of success, based on consumer research.
brandextension.net
Brand Extension Research - The Business of Brand Extension
http://www.brandextension.net/business.html
Brand Extension: What Business Are We In? The process of exploring brand extensions represents a reasoned approach for selecting new categories a company might enter with their brands. Inherent in this process is the identification and decision of answering the question What business are we in? The heart of brand extension research is the effort to identify what business the brand is in from the perspective of the consumer. What Business are they in? Sometimes there are alternative definitions that are...