Brand

vcLE BRAND STRETCHING À L’ÈRE DU RETOUR À L’ESSENTIEL. ‘BACK TO BASICS’. Stratégies et implications. BRAND STRETCHING IN THE ERA OF Strategies and implications. } Le brand stretching a-t-il un avenir ? Does brand stretching have a future? Even though it remains a sizable source of revenue and a «must» for some iconic brands, it has become clear that brand stretching is increasingly out of synch with consumers’ expectations, as their behaviors are currently changing. The current trend

counterfeit goods, which are taking advantage of the prestige image of its brands by capturing their tradition and identity. In particular, France is a large target for counterfeiters. Indeed, the French luxury brands are among the most imitated because of strong and valuable industrial heritage and know-how. In this context, one of the main problems of the counterfeit market is its impact on the perception of the brand image by consumers. We can identify two types of counterfeit consumers: the

archive of this journal is available at www.emeraldinsight.com/0263-4503.htm The effect of country-of-origin on foreign brand names in the Indian market Neelam Kinra Indian Institute of Management, Lucknow, India Abstract Purpose – To investigate consumer attitudes in India towards local and foreign brand names, against a background of increasing prevalence of foreign brand names and stereotypes of countries of origin covering the range from positive to negative. Design/methodology/approach –

Global marketing - building and maintaining the m&m’s brand Introduction Forrest Mars Senior developed his recipe for M&M’s Chocolate Candies when he saw soldiers eating pellets of chocolate encased in a sugary coating during the Spanish Civil War. M&M’s went on to become a staple for American G.I.’s serving in World War II. They were also included in food rations for US astronauts on the first shuttle flight and were the Official Snackfood of the 1984 Olympic Games. M&M’s became widely available

Barack Obama Election Campaign 2008 Building Believable Brands IAB NetCafé Efficiency of Social Media 05 March 2009 Antony Slabinck – LBi Client Service Director Rik Lagey – LBi Client manager www.lbigroup.be The most up to date version of this presentation is published on Slideshare: http://www.slideshare.net/aslabinck/barack-obama-election-campaign-2008-lbis-hopeactchange Barack Obama Election Campaign 2008 - Building Believable Brands Efficiency of Social Media How did Barack Obama

Amount of Suds Intensity of smell The sound of closing door Cleanliness of the seats Brand Name What is a "brand"? • Brand: name, term, sign, symbol, or design intended to identify the products or services and to differentiate them from the products offered by competitors. • Brand: a psychological concept (or set of associations) on it in ways that make it more valuable and meaningful. • Brand(ing): The art of taking something common and improving • "A product is no more than

Cesare-7.77 • Salvatore Ferragamo-7.64 Automobiles: Porsche-7.53 Mercedes-Benz-7.24 Jaguar-7.18 - The Luxury Customer Experience Index ( LCEI): Measure satisfaction, perceived quality, human aspect, service… - The Luxury Brand Status Index: (LBSI) Prestige associated to a brand, awareness, social standing Handbags: • Hermes- 7.84 • Chanel-7.69 •Jimmy Choo-7.66 Men’s Fashion: - Loro Piana-7.79 - Ermenegildo Zegna-7.32 - Giorgio Armani-6.94 3 08/10/2010 Les caractéristiques du Luxe

13: Brands, Products, Packaging and Support Services This chapter introduces the factors surrounding the product offering itself. The product as a bundle of benefits, rather than a bundle of attributes, is covered, and the differences and similarities between physical products and services are also explored. The chapter begins by defining what a product is, then looks at the individual decisions that make up product management. The section on branding looks at the decision whether to brand or not

Abstract: The goal of this article is to study the links between: “brand personality”, “consumer commitment of brand” and “consumer involvement”. A synthesis of the literature related to brand personality and brand commitment allows us to include another variable: “the consumer involvement”.That is due to the multiple confusions between the literatures of the commitment and involvement. So, we suggest studying the brand commitment as construct multidimensional including three components: “the

Jack Daniel’s Old N°7 The brand: Jack Daniel’s is a U.S brand. Its name comes from its founder, but nobody know from where comes from the label ‘old N°7’. It has been created on 1866 in Lynchburg, Tennessee. Nowadays, the whisky is always produced in this small town. Its distillery is the oldest in the U.S.A and a Historic site. Since 1956, the brand is owned by the Brown-Forman company, which is also based in the U.S.A. It’s the third best-selling whisky in U.K. The market: In U.K, there’s