Branding Vertically Differentiated Product Lines

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Branding Vertically Differentiated Product Lines

Author : Thomas Jungbauer
Publisher :
ISBN 13 :
Total Pages : 38 pages
Book Rating : 4.:/5 (13 download)

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Book Synopsis Branding Vertically Differentiated Product Lines by : Thomas Jungbauer

Download or read book Branding Vertically Differentiated Product Lines written by Thomas Jungbauer and published by . This book was released on 2020 with total page 38 pages. Available in PDF, EPUB and Kindle. Book excerpt: The decision whether a multi-product firm offers its goods under a joint or separate brands is essential for its success. When selling vertically differentiated products, it needs to consider the interplay of branding spillovers, pricing and cannibalization. We study the problem of a firm selling vertically differentiated products deciding whether to sell its products under a joint or separate brands. The analysis accounts for the positive and negative spillover effects between jointly branded products previously established in the literature. Our findings suggest that joint branding is optimal when spillover effects are either high or low but not when they are intermediate. When spillover effects are low, firms jointly brand to save the cost of building a second brand. In contrast, when spillover effects are high, the firm chooses joints branding because it is inherently more profitable even if building additional brands is free. When spillover effects are intermediate, however, firms opt for separate branding despite the additional cost of building more brands. We also extend the analysis to investigate the effect of low-end strategic competition and find that this kind of competition pushes the multi-product line firm towards joint branding. Finally, our modeling approach explains why some firm use hybrid (endorsed) branding to dampen the spillover effects compared to pure joint branding.

The Product Differentiation Marketing Strategy Defined, The Benefits Of Companies Using A Product Differentiation Marketing Strategy In Foreign Markets, And Internet Marketing Tactics That Can Help Brands

Download The Product Differentiation Marketing Strategy Defined, The Benefits Of Companies Using A Product Differentiation Marketing Strategy In Foreign Markets, And Internet Marketing Tactics That Can Help Brands PDF Online Free

Author : Dr Harrison Sachs
Publisher :
ISBN 13 :
Total Pages : 26 pages
Book Rating : 4.6/5 (27 download)

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Book Synopsis The Product Differentiation Marketing Strategy Defined, The Benefits Of Companies Using A Product Differentiation Marketing Strategy In Foreign Markets, And Internet Marketing Tactics That Can Help Brands by : Dr Harrison Sachs

Download or read book The Product Differentiation Marketing Strategy Defined, The Benefits Of Companies Using A Product Differentiation Marketing Strategy In Foreign Markets, And Internet Marketing Tactics That Can Help Brands written by Dr Harrison Sachs and published by . This book was released on 2020-03-02 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: This essay sheds light on the benefits appertaining to utilizing a product differentiation marketing strategy in foreign markets and identifies internet marketing tactics that can help brands facilitate the successful implementation of the product differentiation strategy in foreign markets. "Product differentiation is a marketing strategy that businesses use to distinguish a product from similar offerings on the market. For small businesses, a product differentiation strategy may provide a lasting competitive advantage in a market dominated by larger companies. For instance, the the product differentiation strategy also allows business to compete in areas other than price" (Kelchner) which ultimately allows brands to create perceived value and charge premium prices for their products. Moreover, the implementation of a successful product differentiation strategy fosters "brand loyalty among customers. Furthermore, this marketing strategy may create the perception that there's no substitute available on the market. Although competitors may have similar products, a product differentiation strategy that focuses on the quality or design differences which other products do not have allows brands to attain a competitive advantage in the market, as customers view the product as unique" (Kelchner). The successful implementation of the product differentiation strategy allows brands to also cultivate brand equity, positive brand recognition, and brand growth. Moreover, brands can attain profit maximization when they are able to successfully distinguish themselves from their competitors and offer services and products that customers are willing to pay top dollar for based on perceived value and uniqueness. The utilization of the product differentiation strategy has allowed many companies to financially flourish, such as Apple and Microsoft. Internet marketing tactics, such as posting video content onto social media websites that flaunt the unique product lines and sending out email blasts that highlight the merits of the products, can be employed to help brands facilitate the successful implementation of the product differentiation strategy in foreign markets.

The Economic Theory of Product Differentiation

Author : John Beath
Publisher : Cambridge University Press
ISBN 13 : 9780521335522
Total Pages : 220 pages
Book Rating : 4.3/5 (355 download)

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Book Synopsis The Economic Theory of Product Differentiation by : John Beath

Download or read book The Economic Theory of Product Differentiation written by John Beath and published by Cambridge University Press. This book was released on 1991-02-22 with total page 220 pages. Available in PDF, EPUB and Kindle. Book excerpt: There are few industries in modern market economies that do not manufacture differentiated products. This book provides a systematic explanation and analysis of the widespread prevalence of this important category of products. The authors concentrate on models in which product selection is endogenous. In the first four chapters they consider models that try to predict the level of product differentiation that would emerge in situations of market equilibrium. These market equilibria with differentiated products are characterised and then compared with social welfare optima. Particular attention is paid to the distinction between horizontal and vertical differentiation as well as to the related issues of product quality and durability. This book brings together the most important theoretical contributions to these topics in a succinct and coherent manner. One of its major strengths is the way in which it carefully sets out the basic intuition behind the formal results. It will be useful to advanced undergraduate and graduate students taking courses in industrial economics and microeconomic theory.

Vertical Brand Portfolio Management

Author : Diederich Bakker
Publisher : Springer
ISBN 13 : 3658082216
Total Pages : 285 pages
Book Rating : 4.6/5 (58 download)

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Book Synopsis Vertical Brand Portfolio Management by : Diederich Bakker

Download or read book Vertical Brand Portfolio Management written by Diederich Bakker and published by Springer. This book was released on 2014-12-01 with total page 285 pages. Available in PDF, EPUB and Kindle. Book excerpt: Diederich Bakker develops a comprehensive planning process that can guide brand manufacturers in assessing the internal and external environment. The step-by-step planning process includes strategies to thoroughly audit brand portfolios and to review an organisation’s brand management capabilities. The planning process aides brand manufacturers in assessing product categories and in determining retailers for their suitability as cooperation partners. The proposed Vertical Brand Portfolio Management is based on the principles of brand portfolio strategy assigning clear roles for all brands including private labels. Instead of fighting the retailer products brand manufacturers are encouraged to cooperate with retail partners by offering vertically integrated brand portfolios. Based on numerous international case studies, the author offers brand manufacturers and retailers practical tools to consider collaborations in the production and management of private labels.

Essays on Store Brand Management

Author : Hwan Chung
Publisher : ProQuest
ISBN 13 : 9780549746218
Total Pages : 172 pages
Book Rating : 4.7/5 (462 download)

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Book Synopsis Essays on Store Brand Management by : Hwan Chung

Download or read book Essays on Store Brand Management written by Hwan Chung and published by ProQuest. This book was released on 2008 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Role of Product Line Length for Brands Marketing Horizontally Differentiated Products

Author : Wei-Lin Wang
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (964 download)

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Book Synopsis The Role of Product Line Length for Brands Marketing Horizontally Differentiated Products by : Wei-Lin Wang

Download or read book The Role of Product Line Length for Brands Marketing Horizontally Differentiated Products written by Wei-Lin Wang and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: "Product line extension is pervasive in categories of horizontally differentiated products. Despite the popularity of this marketing strategy, its effects on performance metrics relevant to brand managers remain largely under-studied. Extending a brand's product line can cause product proliferation (i.e., the marketing of seemingly identical products by a brand), which has been identified to incur several costs. This thesis explores the effects of product line length on the following metrics: product sales, product exit, new product trial, and brand preference. It also considers the structure of a product line in order to assess the impacts of product proliferation. Methodologically, the author develops a dynamic path analysis model, a threshold regression model, and a multiple discrete-continuous model. The empirical results from the U.S. potato chip market suggest that a brand's product line length has positive effects on its product sales and the likelihood of consumers' trial of its new products (i.e., products within the first year after launch). However, it also has a positive effect on the hazard of product exit for its new products and negative effects on consumers' preferences for both the brand and its competitors. The author further characterizes the structure of a product line by distinct SKUs (i.e., SKUs with unique configurations) and duplicate SKUs (i.e., SKUs similar to distinct SKUs previously introduced). The results indicate that the number of a brand's duplicate SKUs, which can measure the degree of product proliferation, has no effect on its product sales. Even though it has a positive effect on the likelihood of new product trial, it has a positive effect on the product exit hazard for the brand's mature products (i.e., products surviving more than one year) and a negative effect on consumers' preference for the brand. In contrast, although the number of a brand's distinct SKUs has a negative effect on the likelihood of new product trial, it has negative effects on the product exit hazard for the brand's mature products and consumers' preference for its competitors." --

Handbook of Pricing Research in Marketing

Author : Vithala R. Rao
Publisher : Edward Elgar Publishing
ISBN 13 : 1848447442
Total Pages : 617 pages
Book Rating : 4.8/5 (484 download)

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Book Synopsis Handbook of Pricing Research in Marketing by : Vithala R. Rao

Download or read book Handbook of Pricing Research in Marketing written by Vithala R. Rao and published by Edward Elgar Publishing. This book was released on 2009 with total page 617 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pricing is an essential aspect of the marketing mix for brands and products. Further, pricing research in marketing is interdisciplinary, utilizing economic and psychological concepts with special emphasis on measurement and estimation. This unique Handbook provides current knowledge of pricing in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area. The environment in which pricing decisions and transactions are implemented has changed dramatically, mainly due to the advent of the Internet and the practices of advance selling and yield management. Over the years, marketing scholars have incorporated developments in game theory and microeconomics, behavioral decision theory, psychological and social dimensions and newer market mechanisms of auctions in their contributions to pricing research. These chapters, specifically written for this Handbook, cover these various developments and concepts as applied to tackling pricing problems. Academics and doctoral students in marketing and applied economics, as well as pricing-focused business practitioners and consultants, will appreciate the state-of-the-art research herein.

Differentiate to Dominate

Author : Peter Engelhardt
Publisher : Global Publishing Group
ISBN 13 : 1925282740
Total Pages : 178 pages
Book Rating : 4.9/5 (252 download)

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Book Synopsis Differentiate to Dominate by : Peter Engelhardt

Download or read book Differentiate to Dominate written by Peter Engelhardt and published by Global Publishing Group. This book was released on 2018-11-01 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Today in business you want to be more than "good enough", and a brand strategy that identifies and highlights your points of difference is like having a secret weapon. For many firms it's the missing link. This book teaches SMEs and entrepreneurs the seven foundational steps that the world's greatest brands leverage to leap ahead of their competitors. Learn how to think strategically, how to find your point of difference and how to build the brand foundations that will help you to dominate in your market. Learn how to differentiate to dominate so you can:1) Grow your brand rapidly. With solid and strategic foundations in place, your focused efforts will enable you to grow your brand faster than if you take the throw the mud on the wall and see what sticks approach.2) Attract more loyal customers. By understanding the problems your clients are experiencing, and demonstrating that you have the solutions to overcome them, you build loyalty and create advocates for your brand.3) Beat your competitors. By creating a distinct and sustainable competitive advantage your brand will cut through the "noise" and be remembered for its uniqueness.4) Build a great website. Clarity and focus on your point of difference, your target market and your brand personality translates into bulletproof briefs your web developers and copywriters.5) Create great marketing messages. Understanding of what your brand stands for will ensure that everything you write, post and comment on will reinforce your brand's positioning and touch the hearts and minds of your prospects.6) Attract a great team. With a clear purpose, vision and pillars guiding you, you'll attract team members who believe what you believe and who will feel empowered to make decisions autonomously to support you.7) Get a higher ROI on your marketing investment. A clear understanding of your target market will help you focus your resources and messages and get the most out of every dollar and hour you invest in promoting your brand. Discover the keys to differentiating your business and building the brand foundations that successful companies use to dominate the market. "...this guy understands consumers, the science behind what builds great brands, and can systematically help people find their purpose and bring it to the forefront of their business through the medium we call 'brand'." - Jack Delosa, founder of The Entourage and BRW Young Rich List member.

Product Differentiation in Successive Vertical Oligopolies

Author : Paul Belleflamme
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)

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Book Synopsis Product Differentiation in Successive Vertical Oligopolies by : Paul Belleflamme

Download or read book Product Differentiation in Successive Vertical Oligopolies written by Paul Belleflamme and published by . This book was released on 2003 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a successive oligopoly model with two brands. Each downstream firm chooses one brand to sell on a final market. The upstream firms specialize in the production of one input specifically designed for the production of one brand, but they also produce the input for the other brand at an extra cost. We show that when more downstream firms choose one brand, more upstream firms will specialize in the input specific to that brand, and vice versa. Hence, multiple equilibria are possible and the softening effect of brand differentiation on competition might not be strong enough to induce maximal differentiation. The existence of equilibria and their welfare performance are also examined.

The Microeconomics of Product Innovation

Author : Paul Stoneman
Publisher : Oxford University Press
ISBN 13 : 0192548638
Total Pages : 242 pages
Book Rating : 4.1/5 (925 download)

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Book Synopsis The Microeconomics of Product Innovation by : Paul Stoneman

Download or read book The Microeconomics of Product Innovation written by Paul Stoneman and published by Oxford University Press. This book was released on 2018-02-22 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: Economics has not given sufficient attention to the microeconomic analysis of innovation and technological change. Counteracting this imbalance, The Microeconomics of Product Innovation considers how the use of economic analysis can guide and inform the search for insight in the generation and adoption of new products synonymously labelled product innovation. Written in an accessible tone and restricting its analysis to the use of microeconomics, this book encompasses the definition of product innovation. It explores means of measurement and revealed patterns of the extent of product innovation; the economic analysis of the forces driving the demand for, the supply of, and incentives to generate new products; empirical evidence upon the determinants of the extent of product innovation; the diffusion of product innovations; product innovation and firm performance; price measurement under product innovation; product innovation and welfare; and public policy and product innovation.

Brand Portfolio Strategy

Author : David A. Aaker
Publisher : Free Press
ISBN 13 : 1982146524
Total Pages : 368 pages
Book Rating : 4.9/5 (821 download)

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Book Synopsis Brand Portfolio Strategy by : David A. Aaker

Download or read book Brand Portfolio Strategy written by David A. Aaker and published by Free Press. This book was released on 2020-03-24 with total page 368 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this long-awaited book from the world’s premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company’s business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, cobrands, and brand extensions. Renowned brand guru Aaker demonstrates that assuring that each brand in the portfolio has a clear role and actively reinforces and supports the other portfolio brands will profoundly affect the firm’s profitability. Brand Portfolio Strategy is required reading not only for brand managers but for all managers with bottom-line responsibility to their shareholders.

Assortment Planning of Vertically Differentiated Products Under Consumer Choice

Author : Mrinmay Deb
Publisher :
ISBN 13 :
Total Pages : 172 pages
Book Rating : 4.:/5 (855 download)

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Book Synopsis Assortment Planning of Vertically Differentiated Products Under Consumer Choice by : Mrinmay Deb

Download or read book Assortment Planning of Vertically Differentiated Products Under Consumer Choice written by Mrinmay Deb and published by . This book was released on 2013 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Differentiate or Die

Author : Jack Trout
Publisher : John Wiley & Sons
ISBN 13 : 111804536X
Total Pages : 278 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis Differentiate or Die by : Jack Trout

Download or read book Differentiate or Die written by Jack Trout and published by John Wiley & Sons. This book was released on 2010-12-28 with total page 278 pages. Available in PDF, EPUB and Kindle. Book excerpt: A newly revised and expanded edition of the revolutionary business classic, Differentiate or Die, Second Edition shows you how to differentiate your products, services, and business in order to dominate the competition. Veteran marketing guru Jack Trout uses real-world examples and his own unique insight to show you how to bind customers to your products for long-term success and loyalty. This edition includes new case studies, new research, and updated examples from around the world.

Issues in Operations Management and Marketing Interface Research

Author : Liwen Chen
Publisher :
ISBN 13 :
Total Pages : 340 pages
Book Rating : 4.:/5 (73 download)

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Book Synopsis Issues in Operations Management and Marketing Interface Research by : Liwen Chen

Download or read book Issues in Operations Management and Marketing Interface Research written by Liwen Chen and published by . This book was released on 2010 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: This dissertation studies important issues in supply chain management and marketing interface research: competition, product line design, and channel efficiency, at the presence of vertically differentiated products. Vertical differentiation as a means of price discrimination has been well-studied in both economics and marketing literature. However, less attention has been paid on how vertical differentiation has been operationalized. In this dissertation, we focus our study on two types of vertical differentiation: the one created by a product line which is produced by the same firm, and the one created by products from different firms. We especially are interested in the so-called private label products vs. the national brand products. Specifically, this dissertation explores how vertical differentiation can affect the interactions among the members of a supply chain in several different contexts. In the first piece of work, we use a game theoretic model to explore how the ability of a retailer to introduce a private label product affects its interaction with a manufacturer of a national brand. In the second essay, we are investigating how an original equipment manufacturer (OEM) will be affected by the entry of a competitor when there are strategic suppliers of a critical component. If these suppliers behave strategically, it is not clear that the entry of other players will necessarily be harmful to the incumbent. In the last work, we pay our attention to an emerging change happening in the industry: some retailers begin to sell their private labels through their competitors. We investigate the strategic role of a retailer selling her own private label products through another retailer. In summary, this dissertation illustrates how vertical differentiation play a crucial role in firms' supply chain as well as marketing strategies. Therefore, it is important for firms to recognize these strategic issues related to vertically differentiated products while making operations/marketing decisions.

Buy, Buy Baby

Author : Susan Gregory Thomas
Publisher : Houghton Mifflin Harcourt
ISBN 13 : 9780547237954
Total Pages : 292 pages
Book Rating : 4.2/5 (379 download)

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Book Synopsis Buy, Buy Baby by : Susan Gregory Thomas

Download or read book Buy, Buy Baby written by Susan Gregory Thomas and published by Houghton Mifflin Harcourt. This book was released on 2009 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: An investigative journalist examines how marketers exploit infants and toddlers and the broad, often shocking impact of that exploitation on our society It's no secret that toy and media corporations manipulate the insecurities of parents to move their products, but Buy, Buy Baby unveils the chilling fact that these corporations are using -- and often funding -- the latest research in child development to sell directly to babies and toddlers. Susan Gregory Thomas offers even more unnerving epiphanies: the lack of evidence that "educational" shows and toys provide any educational benefit at all for young children and the growing evidence that some of these products actually impair early development and could harm our kids socially and cognitively for life. Underlying these revelations is a dangerous economic and cultural shift: our kids are becoming consumers at alarmingly young ages and suffering all the ills that rampant materialism used to visit only on adults -- from anxiety to hypercompetitiveness to depression. Thomas blends prodigious reportage with an empathetic voice. Her two daughters were toddlers while she wrote this book, and she never loses sight of the temporal and emotional challenges that parents face. She shows how we can help our kids live at their natural pace, not the frenetic clip that serves only the toddler-industrial complex. Buy, Buy Baby helps us fight the power marketers wield by exposing the false fears they spread.

Handbook of New Product Development Management

Author : Christoph Loch
Publisher : Routledge
ISBN 13 : 0750685522
Total Pages : 560 pages
Book Rating : 4.7/5 (56 download)

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Book Synopsis Handbook of New Product Development Management by : Christoph Loch

Download or read book Handbook of New Product Development Management written by Christoph Loch and published by Routledge. This book was released on 2008 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text provides a comprehensive view of the challenges in managing the development of new products from well-known and leading contributors in the field.

How to Get Away with Murder in Marketing: Forensic Marketing

Author : D. Anthony Miles
Publisher : Archway Publishing
ISBN 13 : 1480894508
Total Pages : 356 pages
Book Rating : 4.4/5 (88 download)

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Book Synopsis How to Get Away with Murder in Marketing: Forensic Marketing by : D. Anthony Miles

Download or read book How to Get Away with Murder in Marketing: Forensic Marketing written by D. Anthony Miles and published by Archway Publishing. This book was released on 2020-10-12 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a must-have book for marketing professionals, business professionals, consultants, and MBA students. This book provides a comprehensive introduction to forensic marketing. D. Anthony Miles, CEO and founder of Miles Development Industries Corporation(R), a consulting practice/venture capital acquisition firm, shares detailed forensic marketing frameworks that will help you conduct a rigorous forensic investigation. He focuses on: • Five types of marketing evidence categories; • Different types of forensic marketing investigations; • Four types of forensic investigation of marketing financial statements; • Ways to conduct an audit and minimize blind spots in an investigation. The book explains how to use numerous analytical tools, such as a market position analysis, competitive intelligence analysis, law and policy analysis, pricing analysis, branding audit, customer relationship auditing, and more. Get an arsenal of tools to conduct a forensic marketing investigation with this complete guide aimed at practitioners, theorists, and business students. Miles has made forensic marketing investigation methods accessible to business professionals and students. "How To Get Away With Murder in Marketing" contains numerous useful investigative frameworks and images to help conduct a forensic marketing investigation. "How To Get Away With Murder in Marketing" gives readers the confidence to do a forensic marketing investigation. Forensic marketing investigation requires specific tools and skills. "How To Get Away With Murder in Marketing" provides the tools to help the business profession build those skills. This book will teach you how to be a forensic marketing expert. The book provides readers with access to forensic marketing investigative frameworks and analytical models to help you solve marketing problems. For readers this book is filled with forensic marketing tools and analytical techniques to help the marketing expert solve marketing problems. The practice of an effective forensic marketing investigation is provided and shows how to implement an effective investigation into marketing problems. Throughout the following chapters, readers will learn about five categories of evidence that include information such as data, sales, marketing financials, market reports, law and policy, market size, market share, financial resources, historical performance, current market position, product and firm, customer market segments, pricing models, fixed costs, variable costs, revenue, unit contribution, breakeven, product lines, brand awareness, brand strength, brand differentiation, brand presence, brand relevance, and brand performance. In this book, readers are provided with five categories of forensic marketing tools are illustrated, complete with examples of demonstrating applications in the real-world marketing problems. This area of specialty will be considered the top niche market in the marketing profession. "How To Get Away With Murder in Marketing" should be required reading for practitioners, theorists and business students.