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The Impact Of Brand Equity On Luxury Horizontal Brand Extension
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Book Synopsis The Impact of Brand Equity on Luxury Horizontal Brand Extension by : Jiseon Ahn
Download or read book The Impact of Brand Equity on Luxury Horizontal Brand Extension written by Jiseon Ahn and published by . This book was released on 2014 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: A recent trend in the luxury industry reveals that many companies are using brand extension strategies to leverage their assets among competitors. Despite the popularity of the luxury brand extensions, limited research has been conducted to determine its effectiveness. This study proposed the framework that has merit in that it increases the understanding of luxury brand extensions by focusing on the horizontal extension from the product to the service category. The research investigates three elements of brand equity of a luxury brand which influences service brand extensions. Perceived quality, brand association, and brand loyalty were examined in the process of horizontal brand extension. The luxury high-tech brand "Audi" and "Audi-Rent-a-Car" were investigated to differentiate from other research that focuses on luxury fashion brands. A total of 190 samples were collected using an online survey from Amazon Mechanical Turk. Data was analyzed with structural equation modeling. Among the investigated constructs, the brand association of the parent brand showed a significant impact on the evaluation of the extended service brand. In addition, a high level of the brand association was also found to influence the final purchase decision of the extended service brand. However, this study could not find any significant impact on perceived quality and brand loyalty from the overall evaluation on service brand extension. In the horizontal brand extension, especially product to service category extension, there is a gap in the consumer perception between the parent brand and the extended service brand. In order to maximize the positive impact of the parent brand, marketers and retailers should investigate the role of the brand equity, which influences consumer perception and purchase intention toward the extended brand.
Book Synopsis The Luxury Strategy by : Jean-Noël Kapferer
Download or read book The Luxury Strategy written by Jean-Noël Kapferer and published by Kogan Page Publishers. This book was released on 2012-09-03 with total page 408 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discover the secrets to successful luxury brand management with this bestselling guide written by two of the world's leading experts on luxury branding, Jean-Noël Kapferer and Vincent Bastien, providing a unique blueprint for luxury brands and companies. Having established itself as the definitive work on the essence of a luxury brand strategy, this book defines the differences between premium and luxury brands and products, analyzing the nature of true luxury brands and turning established marketing 'rules' upside-down. Written by two world experts on luxury branding, The Luxury Strategy provides the first rigorous blueprint for the effective management of luxury brands and companies at the highest level. This fully revised second edition of The Luxury Strategy explores the diversity of meanings of 'luxury' across different markets. It rationalizes those business models that have achieved profitability and unveils the original methods that were used to transform small family businesses such as Ferrari, Louis Vuitton, Cartier, Chanel, Armani, Gucci, and Ralph Lauren into profitable global brands. Now with a new section on marketing and selling luxury goods online and the impact of social networks and digital developments, this book has truly cemented its position as the authority on luxury strategy.
Book Synopsis Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity by : Dilip Doraiswamy
Download or read book Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity written by Dilip Doraiswamy and published by . This book was released on 2011 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Over the past two decades, the retail landscape has experienced remarkable changes due to macro- and micro-environmental forces. Many industries, including textile and apparel businesses have shut down their facilities and some have modified their strategic plan to withstand the global economic recession. One of the important marketing strategies utilized by major retailers to sustain in this economy is brand extension. While several studies have examined the effect of brand extension on brand equity, very few have investigated the parent core brand concept once the brand extension has been introduced. Considering both the paucity of research and potential financial maximization to be gained from such efforts, the overall purpose of the study is to enrich our understanding of the impact of brand extensions on the parent core brand concept and brand equity in the context of apparel. Specifically, the current study also seeks to examine whether consumers' perceived fit moderates the effects of different types of brand extensions and consumers' evaluations of the parent core brand concept and brand equity after the extension. Data were collected from a convenience sample of undergraduate students between the ages of 18 to 26. The final sample consisted of 240 college students. Of these, approximately 91% were female, approximately 65% were Caucasians, and the average age category was 18 to 23 years old. Different statistical analysis techniques (e.g., multiple regression, paired sample t-test, one-way analysis of variance) were employed to test all hypotheses. Results revealed that there are positive relationships among consumers' initial evaluations of the parent brand equity, their attitudes toward the extensions, and their post extension evaluations of the parent core brand concept and brand equity. Results further showed that brand extension strategies (horizontal vs. vertical) have an impact on consumers' post extension evaluations of the parent core brand concept and brand equity. The study's findings also advance the brand literature in that consumers' perceived fit moderates the relationship between brand extension strategy (regardless of the types of extension) and consumer' post extension evaluations of the parent core brand concept and brand equity. Implications are provided. Limitations and future research directions are also discussed."--Abstract from author supplied metadata.
Book Synopsis The Negative Influence of Brand Extensions on the Brand Equity of Luxury Brands by : Jochen Oliver Mazura
Download or read book The Negative Influence of Brand Extensions on the Brand Equity of Luxury Brands written by Jochen Oliver Mazura and published by . This book was released on 2012 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Managing Brands by : Alexander Chernev
Download or read book Managing Brands written by Alexander Chernev and published by Cerebellum Press. This book was released on with total page 66 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands are one of the company’s most valuable assets. Brands benefit customers by creating value that goes beyond the product and service aspects of the offering. By bolstering customer demand, brands enable the company to capture greater value from its customers while at the same time strengthening the impact of the other marketing tactics, ensuring greater collaborator support, and facilitating the hiring and retaining of skilled employees. The key aspects of creating and managing brands are the focus of this note. The discussion of brand management is complemented by an in-depth overview of two additional topics: the role of brands as a means of self-expression and luxury branding. This note is an excerpt (Chapter 11) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Book Synopsis The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands by : Marten Anton Wolters
Download or read book The Damaging Effect of Brand Overexposure. On Brand Equity Dimensions of Luxury Streetwear Brands written by Marten Anton Wolters and published by GRIN Verlag. This book was released on 2024-02-01 with total page 108 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Glasgow Caledonian University (GCU London), language: English, abstract: This study provides valuable recommendations for brand managers and media planners for controlling brand related content in social networks, and for future researchers when exploring the effects of social interactions on brand equity elements. Brand managers and researchers have limited understanding of overexposure and its impact on consumer’s perception of the brand. Particularly the segment of streetwear in fashion has not been assessed by research much, despite its commercial success and impact on the fashion market. This insightful book explores how excessive visibility and saturation in the market can adversely impact brand perception, customer loyalty, and overall brand equity. Drawing on comprehensive research and case studies, the author dissects the nuanced interplay between visibility, exclusivity, and authenticity in the realm of luxury streetwear. Readers can expect to gain a deep understanding of the challenges faced by these brands in maintaining a delicate balance between accessibility and exclusivity, shedding light on the potential pitfalls of overexposure that can erode the unique allure of luxury streetwear labels.
Book Synopsis Haute 'luxury' branding by : Philippe Mihailovich
Download or read book Haute 'luxury' branding written by Philippe Mihailovich and published by Librinova. This book was released on 2020-12-10T00:00:00Z with total page 506 pages. Available in PDF, EPUB and Kindle. Book excerpt: HAUTE LUXURY BRANDING is an indispensable guide for Luxury and Fashion Professionals, Entrepreneurs and Business School students. It serves to act as a foundation that covers the key theoretical models used in Parisian Luxury and Fashion business schools. It reveals the strategic thinking of true haute luxury artists and maisons and how they differ to brands. This kind of thinking will not be found in American texts on branding and provides unique strategic insights for luxury branding professionals, entrepreneurs and students worldwide. HAUTE LUXURY BRANDING examines how the origins of early luxury and early branding still exert their influence on perceptions today. It spells out large differences in strategic management of creative luxury brands from a French perspective in comparison to the more commercial approach that the British and Americans adopted from the industrial revolution onwards. Most importantly is the presentation of the HAUTE LUXE Luxury Pyramid and its strategic relevance. Complex models have been simplified to ensure that the reader will be able to understand and apply them even if they have no business education at all. More importantly, the thinking can be applied equally to add perceptual value to online platforms, mass market and branded B2B alike
Book Synopsis Fashion Branding and Communication by : Byoungho Jin
Download or read book Fashion Branding and Communication written by Byoungho Jin and published by Springer. This book was released on 2017-04-26 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: This second volume in the Palgrave Studies in Practice: Global Fashion Management series focuses on core strategies of branding and communication of European luxury and premium brands. Brand is a critical asset many firms strive to establish, maintain, and grow. It is more so for fashion companies when consumers purchase styles, dreams and symbolic images through a brand. The volume starts with an introductory chapter that epitomizes the essence of fashion brand management with a particular emphasis on emerging branding practices, challenges and trends in the fashion industry. The subsequent five cases demonstrate how a family workshop from a small town can grow into a global luxury or premium brand within a relatively short amount of time. Scholars and practitioners in fashion, retail, branding, and international business will learn how companies can establish a strong brand identity through innovative strategies and management.
Download or read book Asian Brand Strategy written by M. Roll and published by Springer. This book was released on 2005-10-17 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strategies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands
Book Synopsis Luxury Marketing by : Klaus-Peter Wiedmann
Download or read book Luxury Marketing written by Klaus-Peter Wiedmann and published by Springer Science & Business Media. This book was released on 2012-11-10 with total page 387 pages. Available in PDF, EPUB and Kindle. Book excerpt: The luxury market has transformed from its traditional conspicuous consumption model to a new experiential luxury sensibility that is marked by a change in how consumers define luxury. In a global context, it is crucial to understand why consumers buy luxury, what they believe luxury is, and how their perception of luxury value impacts their buying behavior. This handbook aims to provide a holistic approach to luxury marketing with respect to the characteristics and the key challenges and opportunities of luxury brand management. Therefore, the multifaceted contributions by authors from different parts of the world will offer both a research and management perspective of luxury marketing and deliver a concentrated body of knowledge with contributions from diverse elements.
Book Synopsis Brand Extension Effect on Parent Brand by : Francesca Boglione
Download or read book Brand Extension Effect on Parent Brand written by Francesca Boglione and published by LAP Lambert Academic Publishing. This book was released on 2011-08 with total page 152 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Extension is becoming a reality also within luxury, due to the important changes thatthis sector has undertaken. Studies within this area of research have focused mostly onconsumer goods. The purpose of this work is to explore Brand Extension within the luxurycontext. The objective is to define what are the rules that a luxury brand should follow whenextending in new territories, delineating the differences between functional and prestigegoods. The work focuses on a specific area of extension that is the dilution of brand image. Conclusions are the result of an empirical research carried out in the form of an experiment.As for functional goods the beliefs about a parent brand will be diluted when an extension isperceived as inconsistent with the original family brand beliefs. The notion of consistencyvaries between functional and luxury goods. As a consequence there is a greater extendibility, among product classes, for luxury goods. The context around the luxury brand is very important in affecting how the extension is perceived, for incoherent product lines, an extension will have a smaller impact if it is positioned within a context that connects it to it.
Download or read book Brand Stretch written by David Taylor and published by John Wiley & Sons. This book was released on 2006-02-08 with total page 178 pages. Available in PDF, EPUB and Kindle. Book excerpt: Stretching the Brand offers practical and actionable advice on how to extend successful brands into new areas without losing sight of the value of the original brand itself. Examples of brand stretching include Dove soap, which has now been extended to the shampoo and deodorant markets. This book presents a single-minded focus on brand stretching that covers topics not found anywhere else, such as how to launch brand extensions and support them. Stretching the Brand will help companies increase their chances of winning by looking at the lessons learnt from both successes and failure in brand stretching. It provides the tools and techniques to stretch a brand successfully.
Download or read book Beyond Branding written by Nicholas Ind and published by Kogan Page Publishers. This book was released on 2005 with total page 262 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understand how branding can benefit employees, customers and investors, encouraging managers to rethink their fundamental assumptions about brands and marketing.
Download or read book Brand Relevance written by David A. Aaker and published by John Wiley & Sons. This book was released on 2011-01-25 with total page 400 pages. Available in PDF, EPUB and Kindle. Book excerpt: Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant. Key points: When managing a new category of product, treat it as if it were a brand; By failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant; and create barriers to competitors by supporting innovation at every level of the organization. Using dozens of case studies, shows how to create or dominate new categories or subcategories, making competitors irrelevant Shows how to manage the new category or subcategory as if it were a brand and how to create barriers to competitors Describes the threat of becoming irrelevant by failing to make what customer are buying or losing energy David Aaker, the author of four brand books, has been called the father of branding This book offers insight for creating and/or owning a new business arena. Instead of being the best, the goal is to be the only brand around-making competitors irrelevant.
Book Synopsis The Creation of the Extraordinary by : Hannes Gurzki
Download or read book The Creation of the Extraordinary written by Hannes Gurzki and published by Springer Nature. This book was released on 2020-02-20 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Luxury is as old as humankind and has sparked multiple debates throughout of history. In today’s consumer society, luxury brands have become aspirational symbols. Yet, to date, a comprehensive overview of the different perspectives that have shaped the discourses about luxury is missing. Hannes Gurzki provides a broad overview of luxury research, highlights and details important perspectives on luxury, and derives practical guidelines for managers based on research. Thereby the author combines insights from different disciplines, such as philosophy, sociology, psychology, anthropology, cultural studies, economics or management, to broaden and deepen our understanding of luxury and its creation principles.
Book Synopsis Kellogg on Branding by : Alice M. Tybout
Download or read book Kellogg on Branding written by Alice M. Tybout and published by John Wiley & Sons. This book was released on 2011-01-07 with total page 413 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.
Book Synopsis International Strategic Management of Brands and Online Firms by : Carolina Sinning
Download or read book International Strategic Management of Brands and Online Firms written by Carolina Sinning and published by Springer Nature. This book was released on 2022-07-01 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: The research focus of Carolina Sinning refers to the international strategic management of brands and e-commerce firms. She sheds light on how multinational corporations benefit from their perceived brand globalness as well as from the application of the endorsed branding strategy in terms of favorable consumer behaviour across nations. Moreover, she reveals successful time-based internationalization process decisions for e-commerce firms.
