Academic journal article IUP Journal of Brand Management

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Academic journal article IUP Journal of Brand Management

Focus

Article excerpt

There is nothing particularly unique or distinctive about brand portfolios, brand extensions, brand acquisitions and brand alliances. These are fairly common elements of brand management strategies, followed by many companies, in accordance with their size, scale, geographic reach and product range. However, what might be missed while formulating a brand strategy is the importance of its alignment with the company's business strategy. This aspect is brought out strongly through numerous examples in the first paper of this issue, "Aligning Brand Portfolio Strategy with Business Strategy", by Henrik Uggla. In particular, the author points out that the combining of business strategy, brand strategy and market opportunity is crucial for the success of any business.

The second paper, "Consumer Acceptability of Brand Extensions: The Role of Brand Reputation and Perceived Similarity", by J Evangeline Selvanayagam and V R Ragel, explores the role played by parent brand reputation and perceived similarity of products in consumer acceptance of brand extensions. This is studied in the context of extensions to the 'Kist' brand in Sri Lanka from fruit-based products to biscuits and confectionaries. The findings concur with the existing brand extension literature that favorable reputation enjoyed by the parent brand and perceived fit between the extension and the core brand are quite important for the success of a brand extension.

To segment consumers or their behaviors based primarily on demographic parameters is often viewed as being very prosaic. …

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