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Essay's paper info
Topic: Business
Number of pages / Number of words: 2 / 364
Essay's paper body

Brand extension strategy

Strength & Weakness

The brand problem

The brand challenge

Recommendation

Primary (manufacturing industry) Secondary (publishing industry)

Tires

(car, van, motorcycle, airplane…) Travel assistant services

(travel guides, road maps, online mapping)

Advantages

Get more profit

Enter new product categories more easily, instant recognition & faster acceptance, quickly gain market share

Constitute brand territory for further brand extension

Strengthen brand image

Save high advertising cost usually required to familiarize consumer with a new brand

Risks

Difficult to manage if the new launch is in a very different market from the original brand & new target customers don’t value the brand’s associations ?Brand extension may easily fail

In case of failure ?harm consumer attitudes towards the other products carrying the same brand name

Lose brand name’s special positioning in the customer’s mind

Confuse the image of the main brand

Dilution of brand image

Strengths

The world second largest tires manufacturing – over 120 years history

Strong brand image

Easily recognized by symbolic differentiation

Quality product

Weaknesses

Trouble with the brand extension

The brand extension is facing with publishing in accurate information

Effect on the brand’s central values (safety, performance) ? Reduce the brand image

Competition with GaultMillau, direct competitor in the brand extension market

How to strengthen the brand image in the problem of the brand extension situation?

Product innovation and differentiation

Strengthen the brand extension: adjust to fit the brand’s central value:

Make sure all published info is correct

Partnership with mobile network/social network to bring Michelin’s road maps and travel guides to mobile phones and online community...


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Brand extension strategy

Strength & Weakness

The brand problem

The brand challenge

Recommendation

Primary (manufacturing industry) Secondary (publishing industry)

Tires

(car, van, motorcycle, airplane…) Travel assistant services

(travel guides, road maps, online mapping)

Advantages

Get more profit

Enter new product categories more easily, instant recognition & faster acceptance, quickly gain market share

Constitute brand territory for further brand extension

Strengthen brand image

Save high advertising cost usually required to familiarize consumer with a new brand

Risks

Difficult to manage if the new launch is in a very different market from the original brand & new target customers don’t value the brand’s associations ?Brand extension may easily fail

In case of failure ?harm consumer attitudes towards the other products carrying the same brand name

Lose brand name’s special positioning in the customer’s mind

Confuse the image of the main brand

Dilution of brand image

Strengths

The world second largest tires manufacturing – over 120 years history

Strong brand image

Easily recognized by symbolic differentiation

Quality product

Weaknesses

Trouble with the brand extension

The brand extension is facing with publishing in accurate information

Effect on the brand’s central values (safety, performance) ? Reduce the brand image

Competition with GaultMillau, direct competitor in the brand extension market

How to strengthen the brand image in the problem of the brand extension situation?

Product innovation and differentiation

Strengthen the brand extension: adjust to fit the brand’s central value:

Make sure all published info is correct

Partnership with mobile network/social network to bring Michelin’s road maps and travel guides to mobile phones and online community...


Essay fragment

General points of the essay

Brand Extension Brand Positioning Of Ucb Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal Consumer evaluations of sales promotion: the effect on brand choice Is a company able to increase brand equity for a product that is in the maturity phase of the PLC? Loreal Brand image Mother's Work Inc: Brand Image And Accusations Of Employment Discrimination micheline brand extension Nike brand image Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon Target Your Brand The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand MARKET&BRAND MANAGEMENT TO WHAT EXENT IS COCA-COLA BRAND IMAGE RESPONSIBLE FOR ITS SUCCESS?

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