By Kartikeya Kompella
With the becoming physique of data on branding, there at the moment are extra elements of branding that model custodians want to know than ever earlier than. a different compilation of branding specialists, The Definitive e-book of Branding addresses the wishes of branding execs the world over.
The ebook walks the reader throughout the other ways within which manufacturers force the company’s method, carry intending to staff, instil ardour in shoppers, and preserve their attraction over the years and throughout countries.
It doesn't glance in simple terms on the advertising point of manufacturers but additionally on the organizational points of branding, which gives a holistic method of the subject.
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Additional info for The Definitive Book of Branding
The case against line extension doesn’t depend on case histories. If everyone in an industry line extends his/her brands (as happened in the beer business), then it’s not an issue at all. , Budweiser and Bud Light) regardless of what the competition does or doesn’t do. ) The case against line extension is a philosophical case. For a brand to exist, it needs to be filed away in the mind. And where does a consumer put your brand in the mind? ” So what happened when Xerox, the copier company, introduced Xerox computers?
Why is that so? Because it makes sense. We have this terrific brand, goes the thinking, so why can’t we use it on a second product? Or on a third product? That’s the way it is in many corporations today. No wonder line extension is so popular. It’s logical. And it supports the No. ” Not only is line extension logical, you can always find examples where line extensions have worked. Bud Light. Diet Coke. General Electric. Kraft. Dove. Tide. McDonald’s. Chevrolet. And many others. The Essence of Positioning 15 Would you like to smoke?
And so on. Instead of one position for a brand, you have multiple positions. To the business community, Dell is a direct-to-business computer company. To consumers, Dell is a consumer computer. That was a strategy that was supposed to double sales. It didn’t work. Everywhere you look, companies are racing to expand their brands when they should be doing exactly the opposite. Launching a second brand. The Essence of Positioning 17 THE POWER OF SECOND BRANDS Whenever a fashion or technological change occurs, an existing brand, no matter how dominant, faces a choice.
The Definitive Book of Branding by Kartikeya Kompella