Composite Branding Alliances: An Investigation of Extension and Feedback Effects

1996 ◽  
Vol 33 (4) ◽  
pp. 453-466 ◽  
Author(s):  
C. Whan Park ◽  
Sung Youl Jun ◽  
Allan D. Shocker
Keyword(s):  
Consumer Choice ◽  
Brand Extension ◽  
New Product ◽  
Brand Names ◽  
Brand Name ◽  
Feedback Effects ◽  
Direct Extension ◽  
Attribute Levels ◽  
Preference Study

The authors report two studies investigating the effectiveness of a composite brand in a brand extension context. In composite brand extension, a combination of two existing brand names in different positions as header and modifier is used as the brand name for a new product (e.g., Slim-Fast chocolate cakemix by Godiva). The results of both studies reveal that by combining two brands with complementary attribute levels, a composite brand extension appears to have a better attribute profile than a direct extension of the header brand (Study 1) and has a better attribute profile when it consists of two complementary brands than when it consists of two highly favorable but not complementary brands (Study 2). The improved attribute profile seems to enhance a composite's effectiveness in influencing consumer choice and preference (Study 2). In addition, the positions of the constituent brand names in the composite brand name are found to be important in the formation of the composite's attribute profile and its feedback effects on the constituent brands. A composite brand extension has different attribute profiles and feedback effects, depending on the positions of the constituent brand names.

scholarly journals Brand Extensions: A Qualitative Meta-Analysis Of 20 Years Of Marketing Research

2011 ◽  
Vol 2 (11) ◽  
Author(s):  
Elise Prosser ◽  
Melissa St. James
Keyword(s):  
Meta Analysis ◽  
Marketing Research ◽  
Brand Extension ◽  
New Product ◽  
Brand Extensions ◽  
Brand Names ◽  
The Past ◽  
New Product Introductions ◽  
Parent Brand ◽  
Brand Dilution

Brand extensions, or new product introductions under an existing brand name, have become increasingly popular over the past 20 years. Marketers tout brand extensions as enjoying higher market share and profitability than launching new brand names that require exorbitant advertising expenditures (Smith & Park 1992). According to some estimates, brand extensions account for more than 90% of new product introductions in some categories (Volckner & Sattler 2002). However, one study found that 27% of line extensions failed (Reddy, et al 1994). Furthermore, excessively stretching the brand to various products may risk brand dilution. A brand extension failure is seen as harming the parent brand. The authors provide a qualitative meta-analysis that summarizes sixty-three articles comprising the brand extension research over the past twenty years (1981-2000). They suggest three propositions that represent three major conclusions reached by the studies and present evidence of support for each.

Finding Choice Alternatives in Memory: Probability Models of Brand Name Recall

1994 ◽  
Vol 31 (4) ◽  
pp. 441-461 ◽  
Author(s):  
J. Wesley Hutchinson ◽  
Kalyan Raman ◽  
Murali K. Mantrala
Keyword(s):  
Consumer Choice ◽  
Memory Search ◽  
Brand Names ◽  
Brand Name ◽  
Probability Models ◽  
Order Model ◽  
First Order ◽  
Recall Latency ◽  
Recall Data ◽  
Special Cases

Recalling brand names is an important aspect of consumer choice in many situations. The authors develop a general Markov model that relates probabilistic aspects of recall to consumer and marketing mix variables. Then they illustrate how parameters can be estimated from recall data for three special cases of the model: The first is a “baseline” version of the model that can be used to assess the extent to which categories of brands can be automatically included in or excluded from memory search; the second is a zero-order model that can be used to estimate the effects of brand variables and individual usage rates on recall latency; and the third is a first-order model that uses aggregate recall data to assess market structure. Finally, the authors demonstrate how the model can be used in numerical analyses to evaluate awareness-building strategies.

Vis-à-vis: pampering the sophisticated and satisfying the simple

2020 ◽  
Vol 10 (2) ◽  
pp. 1-21
Author(s):  
Shu-Hsun Ho ◽  
Heng-Hui Wu ◽  
Andy Hao
Keyword(s):  
Brand Extension ◽  
Middle Level ◽  
Brand Names ◽  
Marketing Theory ◽  
Brand Name ◽  
Branding Strategy ◽  
Brand Architecture ◽  
Content Type ◽  
Hair Salon ◽  
Brand Portfolio

Learning outcomes Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand extension, brand architecture and brand portfolio. Students will design (DS) the brand name for the new store. Case overview/synopsis Case synopsis Mr. Tai-Hua Teng (aka TR) was a hair artist and opened his first hair salon, vis-à-vis (VS), in 1989 using a high-end positioning strategy. VS focused on offering superb and diverse services to keep ahead of the competition rather than trying to undercut prices. VS hair salon had a solid foundation based mainly on the elite, celebrities and high-salary customers. In 2017, TR owned 16 stores (including one in Canada and two intern salons), 1 academy, 265 employees and 3 brand names. The three brand names were VS, DS and concept (CC). DS and CC were less known to the public, so now these two brands had been carried the parent name and were known as VS DS and VS CC. Quick cut hairdressing businesses were thriving because customers needed quick and cheap hairdressing services. Acknowledging the benefits of entering the highly competitive quick haircut market, TR began to contemplate the new brand name and services to offer. VS had adopted the brand house strategy but TR wondered if it was better to have an individual brand name when entering the quick haircut market. The sub-branding strategy carried the established quality assurance of VS but there was possible brand overlap. An individual new brand name might lack the well-established values from VS but it also showed the potential to reach different segments of customers. TR’s decision to make: a branded house or hybrid? This case showed a high-end hair salon facing the need for simplicity in the market and considered how to expand its business to the lower-end market. Keywords: hairdressing, brand extension and sub-branding strategy. Complexity academic level Level of difficulty: easy/middle level to undergraduate courses specific prerequisites: it is not necessary for students to prepare or read any marketing theory or chapters of the textbook. However, it would help a more in-depth discussion if students know the CCs of brand architecture, brand portfolio, brand extension and line extension. Supplementary materials Teaching Notes are available for educators only. Subject code CSS 8: Marketing.

EXPRESS: Is Nestlé a Lady? The Feminine Brand Name Advantage

2021 ◽  
pp. 002224292199306
Author(s):  
Ruth Pogacar ◽  
Justin Angle ◽  
Tina M. Lowrey ◽  
L. J. Shrum ◽  
Frank R. Kardes
Keyword(s):  
Boundary Conditions ◽  
Brand Names ◽  
Brand Name ◽  
Brand Performance ◽  
The Feminine ◽  
And Performance ◽  
Typical User

A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies using both observational analyses of real brands and experimental manipulations of invented brands the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share–both hypothetically and consequentially–and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.

GUNITECH®: An Innovative Pumice Based Dry Shotcrete Application

2021 ◽  
Vol 5 (1) ◽  
pp. 46
Author(s):  
Maria Nomikou ◽  
Vasileios Kaloidas ◽  
Christos Triantafyllos Galmpenis ◽  
Nicolaos Anagnostopoulos ◽  
Georgios Tzouvalas
Keyword(s):  
Soil Stabilization ◽  
Lightweight Concrete ◽  
Lightweight Aggregate ◽  
New Product ◽  
Low Density ◽  
Brand Name ◽  
Masonry Unit ◽  
Foreign Markets ◽  
Pumice Stone ◽  
Loose Soil

Pumice quarried by LAVA MINING AND QUARRYING SA from Yali Island, Dodecanese, is used in domestic and foreign markets mainly as concrete lightweight aggregate, masonry unit constituents, road substrate, and loose soil stabilization. It is a porous natural volcanic rock with low density, low thermal and noise transmission, and the highest strength among all the natural or artificial lightweight materials of mineral origin. Nowadays, pumice is of additional interest as it has a reduced CO2 footprint because thermal energy is not needed for its expansion compared with the artificial lightweight aggregates. In this context, HERACLES GROUP in collaboration with Sika Hellas has launched a new product containing pumice stone under the brand name GUNITECH®. GUNITECH® is an innovative bagged material for spraying concrete applications. It is a ready lightweight concrete, for building repairs certified as EN 1504-3.

Knowledge of Brand and Preference

1995 ◽  
Vol 76 (3_suppl) ◽  
pp. 1297-1298 ◽  
Author(s):  
Pamela Bonham ◽  
Dana Greenlee ◽  
Cherly Sue Herbert ◽  
Lidi Hruidi ◽  
Cheryl Kirby ◽  
...  
Keyword(s):  
Consumer Products ◽  
Brand Names ◽  
Brand Name ◽  
Lack Of Knowledge

In a test of whether knowledge of brand influenced 74 subjects' preferences for chocolate candy, knowledge of brand name was associated with preference for the brand. Lack of knowledge of the distinction between brand-name and generic candies was associated with no preference. Gender was not a factor. The results are discussed in terms of the role brand names play in the attractiveness of consumer products.

Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

My brand identity lies in the brand name: personified suggestive brand names

2020 ◽  
Vol 27 (5) ◽  
pp. 607-621
Author(s):  
Selcan Kara ◽  
Kunter Gunasti ◽  
William T. Ross
Keyword(s):  
Brand Names ◽  
Brand Identity ◽  
Brand Name

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Misplaced marketing “Mine is the blue one on the left”: function and dysfunction of pharmaceutical brand names

2002 ◽  
Vol 19 (5) ◽  
pp. 377-379
Author(s):  
Herbert Jack Rotfeld
Keyword(s):  
Pharmaceutical Industry ◽  
Brand Names ◽  
Pharmaceutical Drugs ◽  
Brand Name ◽  
History Of

Looks at the use of brand names in the pharmaceutical industry in comparison with generic versions. Gives a brief history of brand name development. Concludes that brand names for pharmaceutical drugs should be banned since this is open to abuse in the area of cost enhancement.

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