Brand Audit Examples - 10459 Words

A framework for brand revitalization through an upscale line extension Shantini Munthree and Geoff Bick University of the Witwatersrand, Wits, South Africa, and Russell Abratt Nova Southeastern University, Fort Lauderdale, Florida, USA and University of the Witwatersrand, Johannesburg, South Africa Abstract Purpose – The objective of the paper is to provide an understanding of how large organisations develop line extensions of their brands and to present guidelines for management when considering an upscale line extension. Design/methodology/approach – A qualitative research technique was used in this study. It involved case study research in the beverage industry, where 11 senior marketers were interviewed in depth. Findings –†¦show more content†¦Two strategies to revitalise a brand are: 1 to reposition the brand; and 2 to introduce line extensions that follow business and market shifts (either downscale value segments or upscale premium segments) (Aaker, 1997; Blasberg and Vishwanath, 2003). The current issue and full text archive of this journal is available at www.emeraldinsight.com/1061-0421.htm Journal of Product Brand Management 15/3 (2006) 157–167 q Emerald Group Publishing Limited [ISSN 1061-0421] [DOI 10.1108/10610420610668595] 157 Extending a brand There are three types of relationships between a core brand and its line extension (Aaker, 1997). One scenario is when the core brand acts as an endorser of the line extension (Aaker, 1997). An example here is Mentadent P Herbal as the dominant line extension that is endorsed by Mentadent P, the core brand. In the second scenario, the core brand and line extension are co-drivers that exert equal influence on the consumer, such as VW Passat or VW Golf. In the third scenario the core brand is a driver, and the line extension acts as the descriptor – â€Å"a word or phrase that tells the consumers that the company is offering a slight variation to the product they have come to know† (Aaker, 1997 p. 138). An example here is â€Å"Coke† as the core brand and â€Å"Vanilla† as the descriptor in Coke Vanilla. Upscale brand extensions A study by Silverstein and FiskeShow MoreRelatedMarketing Analysis : Marketing Audit1229 Words   |  5 Pages1.1 Marketing Audit Marketing audit can be defined as a study, inspection, review and/or evaluation of marketing activities of any company. Basically, it estimates the marketing environment of the company, aims, strategies, and policies of the company. 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This report gives a brief idea to marketing manager about what are the weakness and how he can make his company overcome that weakness. Marketing Audit The ICI Dulux Trade Paints is Britain’s leading supplier of paints. Noticing the popularity and increase in demands for broken colour effectsRead MoreMKT 571 Week 6 Final Exam NOTES Essay923 Words   |  4 PagesMulticultural marketing 10. Marketers must see themselves as benefit providers. For example, when a shopper purchases new shoes, he or she expects the shoes to cover his or her feet and allow him or her to walk unobstructed. This is an example of what level in the consumer-value hierarchy Basic product 11. 2Wheels conducts exhaustive customer surveys to discover customer preferences and attitudes towards the brand. 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