Here you will find out what is meant by the end of Mark Hung, which has a target end Mark Hung and what the conditions for successful brand extension - according to the relevant literature - and finally simplistic in their own words - is.

I got a little deeper busy two years ago and summarized some of it and saved me. Here is an extract.

From the textbook: Definition and objective of a brand extension:

A trademark is the process of elongation, in which the target values ​​of an established brand for new products is utilized by using a common name. The aim of the brand extension is to use the already established positive associations and ideas with consumers and capitalize on the associated preferences in new products. It is attempted to obtain a positive image of a brand to a new brand.

The elongation of a brand is particularly useful when an existing brand positioning does not allow the address of specific customer segments. Another great advantage of brand extension in comparison to the introduction of Neumarken is the ratio of advertising expenses to sales units (see the strategy and technique of brand management by Franz-Rudolf Esch, 2004 edition, pages 269 and 283).

Conditions for successful brand extension:

The most important requirement for the success of the implementation is that the new product fits to the main brand (see Marketing: A management-oriented introduction Esch, Herrmann, Sattler, 2006 edition, page 208). Because the further you move away from the core competencies, the higher the risk that the brand values ​​of the parent brand no longer be transferred to the new products. In the case of the new brand would not "jump start" experience through awareness and trust of the old brand. Anticipated synergies would ultimately fail.

It is also important to ensure that companies do not rush and stretch marks too many, because this creates the risk that the rapidly increasing level of diversification to the company dilute and damage the image of the stretched marks. A strong dilution of the image of the parent brand can thus also the core products to add negative connotations and thus cause significant harm to the company.

A further a condition of a successful brand extension is that the master brand must be strong enough. If it has too low brand awareness and a weak image, it is not possible to transmit clear memory content to the extension product.

The fourth condition is that one estimates the synergies wrong or overestimated and thus occurs to a deficit in the communication to the successful application of the new brand.

The transfer potential of a brand is, the greater the nearer the mark or the original product category and the extension product category lie in technological and emotional perception of spaces together.

So, what does this mean in German:

I make time explaining the Bear and explaining the easiest (and greatly simplified) with a diagram. Read the rest of this entry »

Two funny scientists rapping about the Bounty kitchen towel: With the Bounty Paper Towel Gang drives a viral success. Everything right!

Nothing more than an ode to the Bounty paper towel is what aka Bounty Bounty Records has produced here with the two white coats. Funny types, "great" Experiments with kitchen towels and funny rhymes accompanied with hip-hop beats. In addition, hip-hop stereotypes were funny staged - that arrives! To date, the video has been viewed 895,000 times on YouTube round!

Paper Towel Gang - "Bring It":

Bounty Bounty, the baddest PT in your county county
(Bad Means good)
I said Bounty Bounty, the baddest PT in your county county
(From OC, NASA county)

After the magnificent buzz around "Bring it" was another rap video produced with the title "White Glove" on board., The great Joseph Simmons , also known as Rev. Run of Run DMC!

The piece was created for Bounty by Publicis New York and is tight with 565,000 views on the best way to build on the success of the first viral videos, but see for yourself:

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Fun idea: mini advertises a video in which one learns to distinguish fake from genuine Mini Cooper.

It happens everywhere you look on counterfeits counterfeits ...

Wherefore, ye must NOW the DVD of the Counter Counterfeit Commission order in which you learn everything about Mini Cooper counterfeits: How they look and how brazen counterfeiters Mini Cooper rebuild. Learn how to distinguish fakes from the original

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First-class advertisement of Heineken. Social Networking made ​​easy by Heineken since in 1873.

Who invented it? No this time not with her Ricola Swiss Herb Candy, but the Dutch Heineken. Social networking is not new, but old. Anyone with beer cozy sitting at the bar gets to know people is in networking!

 Heineken Print "Social Networking Since 1873" 

(Via ibelievinadv.com / klonblog.com )

As simple as this Heineken ad, so great it is.

The Entrance, Heineken's latest commercial takes us on a bombastic party. Very nicely done!

Heineken advertising - mainly commercials - usually meet the mark. Many of the Heineken commercials are among the most clicked videos on the relevant video portals. In each of the spots men's dreams come true - with wit and charm.

In the current advertising Heineken The Entrance, a man goes on a bombastic party, everything is very extravagant, the ambience is nice, the women wear evening gowns and men a tailored suit. Of course, there is Heineken beer! But see for yourself:

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