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 »

What lies behind Educational marketing, which aims to pursue it and you learn how to put this here. Another article of the series "What is ...".

Educational marketing is utility-oriented communication.

This means in plain text: you are interested in free concrete quality information at hand. Prerequisite for Educational marketing is, therefore, to know the core needs of their own target group (s). This is then a solution-oriented - without any obvious self-promotion - and of course best to satisfy. You can this form of communication to a "didactic" call, and on the other, respectfully, since the addressee is taken seriously and is operated without advertising phrases. Typical contents of such free information: special reconnaissance technologies, specific case studies or analyzes, special guidance or instructions. All these contents give the receiver a benefit.

Objective: Generate Leads through the mediation of competence:

Each marketing approach has an objective to bring a certain power to the man. So of course the Educational Marketing. Through the mediation of complex content is trying to position itself in the setting of potential customers as THE solution provider. Will be perceived, it positively affects future purchasing decisions. Thus, one can generate through the mediation of competence leads.

Educational marketing has the advantage that a high attention can be assured. The addressee is usually a high involvement and is actively seeking reputable useful solutions. In contrast to conventional advertising so one does not have to generate attention / enable the target group. The challenge may be less in the exchange itself, rather than in the identification of potential problems and issues consist of your own target audience. Then you have identified the key problem areas, it is necessary to make the appropriate action.

Educational marketing activities:

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The thing is actually as simple as you think, but I'll get something out now:

Consumer products are referred to as those we know, that are intended for direct supply and use by the end user. There is a difference in

• convenience goods, ie goods habit that you used every day and you want to earn with minimal effort. The consumer expects that it exists almost everywhere to buy. Example: cigarettes (Ok, at least in Germany). Among these in turn will be in "staple goods" (Mr. Meyer buys always Becel), "impulse goods" (Mr. Meyer buys spontaneous chewing gum which are displayed at the checkout) and "emergency goods" (Mr. Meyer buys Dettol because the swine flu was declared a pandemic) distinguished.
• Shopping goods are usually purchased less frequently and in contrast to "convenience goods" falls to the consumer here sorgfältigerem selection process a considered purchase decision. This, of course, make the consumer less frequently. Best example: Mr. Meyer buys a really good brand new furniture for the living room.
• Specialty goods: Here the consumer is willing to accept for the purchase of a special effort to be. These are goods which he has made little experience, or higher, expensive goods that offer only a few. Example: Mr. Meyer thus buys a bottle of Mouton Rothschild from 1945 to brag to his friends.

So now what's missing in this collection of consumer goods? Read the rest of this entry »

Spoof is for me a great hanger for the new series of articles "What is" to launch.

Where did the term come spoof and the importance it has with respect to advertising and social media, which you can find out here.

Spoof called Leo, according to German parody, spoof or dizziness. The term dates Spoof of the IT sector, and is , according to Wikipedia to attempts at deception in computer networks in order to conceal their identity. Of spoofing `s origin and thus has a more negative touch. The English-language Wikipedia understands a spoof "Parody by imitation". On szenesprachenwiki (wat there allet) you will have more concrete:

"A spoof is a spoof, spoof, parody of such commercials, music videos, or the like. [...] As a parody spoof is rather funny and creative .... "

And that is also fully announced in times of Youtube, Vimeo and co brand level. A simple example for explanation:

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