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Managing branding new
1.
MANAGING BRANDING Salva
Maneesh Varma
2.
3.
4.
5.
6.
7.
WILLS IN INDIA
8.
CATERPILLAR MOVED INTO
SHOES AND CLOTHING
9.
SWATCH MOVE INTO
JEWEL
10.
11.
CHEVIGNON BRAND DILUTION
modern, adventurous, exquisite
12.
PIERRE CARDIN BRAND
DILUTION
13.
KEYS TO SUCCESS
IN BRAND EXTENSION Brand identity Brand extension Market’s values Relevance Fit Added value
14.
ECONOMIC EVIDENCES OF
BRAND EXTENSIONS Higher survival rate of products Higher chances of success, due to : . trial rate . conversion rate . loyalty rate (repurchase) Lower launch cost
15.
16.
17.
18.
19.
THANK YOU
Notes de l'éditeur
Source: Automobile, Octber 1995, pg. 94.
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