Fortune Brands

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

groupe acquiert l'activité vins et spiritueux du groupe canadien Seagram, mise aux enchères par Vivendi Universal à la suite de la fusion Vivendi-Seagram en2000. En 2005, alors numéro 3 mondial des spiritueux Pernod Ricard négocie avec la société Fortune Brands, le rachat du numéro 2 mondial son concurrentbritannique Allied Domecq, conglomérat peu dynamique né en 1994 de multiples fusions, mais détenant des marques fortes comme la tequila Sauza, Malibu, Beefeater, Canadian Club, Kahlua, des whiskies comme

comportement réel du consommateur, et non de ce qu’il dit dans les études. Ceci porte à conclure que les chinois réfléchissent en termes de marques lors de leur processus d’achats, d’ou l’importance de la notoriété en Chine, qui passe par le nécessaire brand building. Les consommateurs chinois, contrairement à l’image qui leur serait volontiers portée, sont très attentifs à la qualité des produits qu’ils achètent, lorsqu’il s’agit de produits de beauté, vêtements et bijoux. Les marques opérant dans

innovation into action Future Think LLC © 2005–09 Reproduction prohibited New York NY www.getfuturethink.com | | the innovator’s interview 2 Anne Carullo the background This Innovator Interview series highlights leading innovators at Fortune 500 companies. In contrast to past interviews, focusing on a single innovation, this series examines the state of innovation at global organizations. We spoke with both innovation leaders and practitioners, within varying business units and organizational

et l'image de la marque. BIBLIOGRAPHIE AAKER D A. (1991), «Managing brand equity: Capitalizing on the value of a brand name», New York: The Free Press. AAKER D A. (1991), «Managing brand equity: Capitalizing on the value of a brand name», New York: The Free Press. AAKER, D. A. Et KELLER K.L. (1990), «Consumer Evaluations of Brand Extensions», Journal of Marketing, vol.54, pp. 27-41. AGGARWAL P. (2004), « The effects of brand relationship norms on consumer attitudes and behaviour», Journal of Consumer

always buy everything you want?" Money does allow someone to buy nice things, jewels for example. However, money can’t buy everything, because it can’t buy love or happiness. When you walk down the street you see a lot of things which cost a fortune. Some people have enough wealth to buy a country, some can buy a town. For example, the wealthy can travel across the ocean or the desert if they so desire, whereas the poor must deny themselves such pleasures and focus on simply having enough money

of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry. This includes a customer base that is devoted to the company and its brand, particularly in the United States.[9] Fortune magazine named Apple the most admired company in the United States in 2008, and in the world in 2008, 2009, and 2010.[10][11][12] The company has also received widespread criticism for its contractors' labor, environmental,

C G This life hasn't turned out quite the way I want it to be. VERSE 2 tell me what ya want G I want a brand new house on an episode of Cribs, C And a bathroom I can play baseball in, F C G And a king size tub big enough for ten plus me.

gift, a third of sales is carried out during the last quarters. Penalized by the consumption’s trends (white alcohols with strong degree of alcohol privileged) and the installation of one more restrictive legislation as regards alcohol abuse, the brands are confronted since a few years with a disaffection of the consumers. Contrary, white alcohols are especially consumed with aperitif and in all seasons. Their consumption has made important great strides for about ten year. whisky, whose sales

ended the 26 December 2009. The annuals sales have reach a new record of 15,66 billion US dollars. Apple has established a unique reputation in the consumer electronics industry. Fortune magazine named Apple the most admired company in the United States in 2008 and in the world in 2009. This success is quite new for the brand. When Steve Jobs took the post of CEO in 1998, he came with very innovative projects and ideas which are today the key of the success. Apple became famous with : * ordinateur