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Classification Of Brand Expansion And Brand Endorsement Marketing Essay

For age ranges, the brand permits to tell apart a good of an producer from another. The word "Brand" originates from the old Norse (old Irish) brandr, and means lose. The sheep breeders designated their livestock so, and remains today (Keller 2008). The expression is anyways "to mark with a branding iron". We are able to use today this metaphor when the developer will try to "brand", or burn up, the image in to the consumer's brain, so draw a parallel between the image and the product's quality.

A brand signifies the holistic amount of all information about a product or group of products. This symbolic build typically involves a name, discovering mark, logo, aesthetic images or icons, or mental ideas which distinguishes the product or service. A brandname often holds connotations of an product's "promise", the product or service's point of difference among its opponents rendering it special and unique. Marketers try out by way of a brand to give a product a "personality" or an "image". Thus, they desire to "brand", or lose, the image in to the consumer's mind; that is, relate the image with the product's quality. Because of this, a brand can develop an important factor associated with an advertising theme: it assists as a quick way to show and notify consumers just what a supplier has offered to the marketplace.

Well known products acquire brand reputation. When a brand has gathered scores of positive sentiment among consumers, marketers say that its owner has acquired brand equity or brand franchise. Brand equity options the brand's value to the marketer. It is an evaluation of the investment a business has made in a brandname. Brand franchise measures the effect of this investment on the prospective market. When enough brand collateral is created that the brand has the ability to draw potential buyers (even without further advertising), it is said to get brand franchise. A brand name includes that part of a brand consisting of words or letters that humans can verbalize. A brand name that has attained legal security becomes a trademark.

Branding has become part of pop culture. Numerous products have a brand identification: from common desk salt to artist clothes. Non-commercially, branding can also apply to the marketing of entities which supply ideas or offers alternatively than goods and services -- such as political parties or religious organizations.

Consumers as a group may look on the brand as an essential requirement of something, and additionally, it may add value to a product or service. It bears the reputation of something or company. A branded laundry detergent may sell doubly much product as a store-brand detergent. Although both products look like each other carefully in another respect, folks have learned to regard the top quality product as superior. In some instances they believe that because it costs more it offers better quality.

Advertising spokespersons have also became part of some brands, for example: Mr. Whipple of Charmin bathroom tissue and Tony the Tiger of Kellogg's.


Brands originated with the 19th-century advancement of packaged goods. Industrialization transferred the production of several home items, such as cleaning soap, from local neighborhoods to centralized factories. These factories, cursed with mass-produced goods, had a need to sell their products in a wider market, to a person platform familiar only with local goods. It quickly became apparent that a general package of soap had difficulty fighting with familiar, local products. The packed goods manufacturers needed to convince the marketplace that the public could place just as much trust in the non-local product.

Many brands of that age, such as Uncle Ben's grain and Kellogg's breakfast time cereal furnish illustrations of the trouble. The manufacturers wished their products to seem and feel as familiar as the neighborhood farmers' produce. After that, with the help of advertising, manufacturers quickly discovered to affiliate other varieties of brand values, such as youthfulness, fun or luxury, with the products. This kickstarted the practice we now know as "branding".

According to the AMA (American Marketing Connection), are called brands "a name, a term, a sign, symbolic, a pulling or a combinations of the elements that identify the products or services of the seller and separate these from those of the competitors".

The professor Theodor Levitt has an analysis that your competition is not about the "what we sell", because the most businesses could sell good products, but "how we sell it". For example, consumer goods could be almost the same, but the difference originates from packaging, service, advertising, after-sales service, payment and credit terms, transfer facilities (Levitt 1960)

The marketers have to identify a product, but to tell apart a brand from another (Keller 2008). The differences between your brands into a group of products are sometimes logical and sometimes predicated on the feeling or the symbolic. It's rational, when the notoriety of the brand comes from the product's perform, for example Sony for a long time, or Apple in this previous decade, firms which may have a great innovation capacity. It's more psychological for some firms like Coca or McDonalds which may have acquired a competitive advantages because they're here for decades. They created a positive image across the brand.

Brand extension (Bouchet 2009)

If a range extension aims to provide more complementary products to the consumers, a brand extension aims to exploit the name, the notoriety and the competences of an existing brand to start a fresh product in another group of the original products (Ladwein 1998, Bouchet 2009). For example, a line expansion is to sell skiing shoes after having sold skis. We're able to find different type of line expansion, horizontal as seen before, or vertical. That's comprise to launch services in another prices category, with sometimes a notable difference of quality too (Randall 1999). Some companies use a technique of geographic extension too.

1/ Horizontal line extension

2/ Vertical range extension upside

3/ Vertical line extension downside

4/ Geographic extension

5/ Brand extension

B2B brand expansion to the B2C market

Brand extension has been recognized as a strategic asset by most companies. In the buyer markets, the emphasis is usually on the merchandise or a cluster of products, whereas in professional markets the company name itself is often the brand name.

A brand extension will web page link the new products with the proven brand or the business name, in order to generate consumer popularity for a new product. The success of a brand expansion is therefore dependant on how consumers evaluate the brand. That delivers a signal to the consumer about the characteristics or characteristics of this new product.

The brand collateral model of Aaker and Keller aims to research a consumer's attitude toward B2B brand extension on the B2C market. They study brand extensions outside the current brand offerings in three types of features, that is, marketing activities related to product innovation, environmental concern and community engagement. Their findings shows that a marketing activity can help a fresh product acceptance. If consumers perceive a "fit" between the original and expansion product, they would transfer quality perceptions to the new brand expansion.



Brand Architecture

How an organization structures and brands the brands within its collection. You will discover three main types of brand architecture system: monolithic, where in fact the corporate name is used on all products and services offers by the business; endorsed, where all sub-brands are linked to the corporate brand by means of the verbal or visible endorsement; and freestanding, where the corporate brand manages basically as a having company, and each service or product is individually branded for its marketplace.

(http://www. brandchannel. com/education_glossary. asp)

Monolithic :

= commercial brand, umbrella brand and family brand

Endorsed: EasyGroup.

= Endorsed brands and sub-brands.

Freestanding: P&G (voir truc en franais)

= Specific product brand


The brand architectures is the organizing structure of the brand portfolio that specifies brand tasks and the type of connections between brands (Rajagopal 2003). Contemporary theories declare that brand architecture is based on the efficiency of the qualities, produced advantages and brand system emerging with regards to the buying electric power of the client.

The types of brands play significant tasks in the process of brand structures for a company by:

Creating coherence and effectiveness

Allowing brands to expand across the products and markets

Stimulating the purchase decisions by brand drivers

Targeting market niches and gain positioning

House of brands. A top quality house runs on the single get good at brand to course a set of offerings that operate with only descriptive sub-brands. The house-of-brands strategy clearly positions brands on functional benefits and also to dominate niche segments. Targeting niche market segments with functional benefit positions is the main reason for utilizing a house-of-brands strategy.

The principal traits of the endorsed brand may be delineated as follows:

It has the shadow brands

It generates indirect market impact with mother brands

It represents specific product and market segments

Endorsed brands operate individually of the mom brands in the market

The features of the corporate endorsement of the merchandise brands include:

Building umbrella brands

Establishing global commercial identity

Developing customer confidence

Monitoring key strategic brands

Enhancing the brand value in the new segments.

The growing prevalence of commercial endorsements and brand extensions, coupled with a give attention to building a limited number of strong brands in international markets, has led companies to develop techniques to control and monitor key strategic brands. A key objective is to maintain their identification and value in international market segments. Two important aspects have to be considered:

The reliability of brand placement in several countries and across product lines.

The value and/or hazards of brand extensions in international markets. Widely different strategies have been followed for managing proper brands in international marketplaces and assigning guardianship to them. Typically these vary with regards to the organizational composition of the firm and the required amount of control, and rang from having no explicit guardianship technique to highly centralized small control by commercial headquarters.


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