Here you can find out what is meant by the end of a Mark Hung on the goal of one mark the end of Hung and what the prerequisites for successful brand extension - according to the relevant literature - and greatly simplifies final in their own words - is.

I did two years ago, something deeper and something about busy and put together. Here's an excerpt.

From the textbook: definition and purpose of a brand extension:

Under a brand extension of the process is understood, is specifically used in which the values ​​of an established brand for new products by using a common name. The aim of the brand extension is to use the already established positive associations and expectations among consumers and capitalize on the associated preferences in new products. It is an attempt to obtain a positive image transfer to a brand new brand.

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

Prerequisites for successful brand extension:

The most important prerequisite for the success of this implementation is that the new product fits the traditional label (see Marketing: A management-oriented introduction Esch, Hermann, Sattler, 2006 edition, page 208). Because the further you get away from the core competencies, the higher the risk that the brand values ​​of the traditional label no longer transferable to the new products are. In the case of the new brand would not "jump start" experience through awareness and confidence of the old brand. Anticipated synergies would ultimately fail.

Also, make sure that companies in haste and not stretch too many brands, as this creates the risk that water down by the rapidly rising level of diversification of the company's brand image of the stretched and damage. A strong dilution of the parent brand image can thus also add to the core products and negative associations with the company thus inflict lasting damage.

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 transfer a clear memory contents to the extension product.

The fourth condition is that the synergy effects misjudges or overestimated, and thus occurs to a deficit in communication for the successful application of the new brand.

The transfer potential of a brand is all the greater, the closer to the original brand or product category and the extension product category in emotional perception and technological areas to each other.

So, what does this mean in German:

I'll do once the explanatory Bear and the explanatory easiest (and simplified) with a diagram. Read the rest of this entry »

Two funny scientists rap about the Bounty paper towel: The Bounty Paper Towel Gang runs a viral success. All right!

Nothing more than an ode to the Bounty paper towel is what it has Bounty aka Bounty Records produced here with the two white gowns. Funny types, "great" Experiments with kitchen towels and funny rhymes accompanied by hip-hop beats. In addition, hip-hop cliches were put in funny scene - that counts! To date the video was viewed 895,000 times on Youtube!

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 The OC county NASA)

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 good bounty of Publicis New York, and to connect with scarce 565 000 Views on the way to the success of the first viral video, but see for yourself:

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

It happens everywhere you look on fakes fakes ...

So NOW you need the DVD of the Counter Counterfeit Commission order in which you learn everything about Mini Cooper counterfeits: how they look and how brazen forger Mini Cooper rebuild. Learn how to distinguish counterfeit from the original

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In the network there is many a successful advertising capatain Morgan from various countries. The figure of the captain is played in the brand skillfully.

I know from my Captain Morgan-time bartender, which must have been somewhere "in the black hole between the school and study." Most of that stuff was pure, no frills or B52 ordered by those people who indeed had been lean, but still had to prove to the whole counter that there is still something. May also be that the "over proof", ie who was at 73 revolutions

And then the brand has established with the Captain on the label pretty much in my memory.

Captain Morgan commercials.

A few more years I long Captain Morgan is not crossed his mind, and so I was curious when I saw a television commercial was Captain Morgan.

Similar to beer advertising uses the brand Captain Morgan typical male-female stereotypes and puts them funny in scenes: The wives of the male characters are either portrayed as control freaks, or as a fun-brakes, so the men improvise constantly and tricks need to be buddies with the times can celebrate properly! As the next two spots from Canada:

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You like Star Wars? You like to wear retro sneakers? Then Adidas has hit the mark with you! Voilà - the brand new Adidas Originals Star Wars Collection for 2010!

The adidas Originals and Star Wars go here a classic brand cooperation. This has many advantages, such as allocation of marketing costs and increase the level of awareness. With such cooperation, it is of course important that the marks match. After all associations of a brand to be transferred (which we associate with a brand) on the other - and vice versa. Both brands have (win-win) benefit.

Who at the adidas Originals Star Wars is more cooperation from the other benefits to say in my opinion seriously. Both are damn strong brands. With the product line 'Originals' adidas me personally, the terms casual, lifestyle, old school, retro and cult. Adidas Originals includes classic refreshed from the past decades, whether it be sneakers or jackets. And Star Wars is finally also cult, not only overseas.

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On our last flight with Ryanair , our luggage was damaged. This experience report shows how a complaint process should not be.

Actually, my overall impression of the flight was positively considering the price. Crucial for this experience report, was next to a couple of minor complaints process opaque.

The check-in and the flight:
Arriving at the small Allgäu Airport Memmingen, I was pleasantly surprised by the very cheap parking. First, we have abandoned our stroller or buggy as free baggage. That sounds great, but was given the fact that each additional baggage (with max. 15kg) other fees, costs only a small consolation. Therefore we decided to carry two medium sized bags as hand luggage for several days. Upon checking in we were subjected to a major security check, which was even more thoroughly equipped than from my trip to the United States. So I had even a small bottle of my son in front of the airport staff to open and drink from, so make sure the lady could see that it contains no other substances.

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A sneaker label in just three months - without any advertising budget! As two students are using social media buyer for a shoe, it still did not buy!

A story that class so I feel I must write about it: Oliver and Sven hot flaek behind the two, that's the name of the new sneaker brand, whose blog header is so appropriate as enlightening: "opened before established". As a media design students from the BA-Ravensburg they made from your passion to brass tacks:

When two media design students get with a not inconsiderable interest in sneakers the possibility to determine the topic of her thesis free, it is almost at hand, what it will go: private label sneakers.

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How about creating some "David", the "Goliaths" of the brewer able to defy industry is highly interesting. David, in this case are small regional breweries. How can this hold? In contrast to the small brewer Krombacher have no advertising budget € 46.41 million (31.81 Bitburger and Beck's € 26.8 million, Source W & V) are available.

Beck's brand has the highest strength index. According to monitor beer brand in 2009 , Beck `s at the 18 - to 30-year-olds achieved a brand preference of over 70%! Beck's is followed by Krombacher, Warsteiner, Bitburger and Veltins ( Advertise & Sell, Issue 13, 26.03.2009 ). I can understand the Sun I can think quickly, which I associate with Beck `s: & sailing ship beach party. Krombacher motive is always the pure, clean natural lake. What I associate with Warsteiner? Well at Warsteiner, Bitburger Veltins and I have to think even longer!
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