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Copy of It is all about brands

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by

Carolin B

on 24 March 2014

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Transcript of Copy of It is all about brands

It is all about brands!
Brand licensing
Is a business strategy
2 parties are involved: Licensor & Licensee
Requires a licensing agreement or a contract
Aim: Generate more revenue


Line extensions
Co-branding
Agenda
Definition & Examples
Coca Cola
Virgin
Benefits & Dangers
Sources
Questions
Jack Daniels
Brand licensing
Brand extensions
Harley-Davidson
Jaguar
Jeep
Co-Branding
When two or more well-known brands function together in creating a new product
Sport industry
Food industry
Line extensions

A firm markets one or more new products in an established and well-known brand name as a multi-product branding strategy.
The objective is to take advantage of the widespread name recognition of the original brand and satisfy different customer needs or market segments.
Filling: Adding sizes or styles which haven`t been available before
Strechting: Lengthen product line, new items


Brand extensions
A firm markets a product with a well-developed image and uses the same brand name
but in a different product category
Not all succeed...
Can you find a single brand that has done all of these???
No brand is more
“branded” than
Coke
.
Virgin consist of more than 400 brands
Range of industries from airplanes-trains and record stores-mobile stores: "The Vrigin Life"
Some brand extensions failures: Virgin coke
Benefits Dangers
Less risky and lower costs compared to the creation of a new brand
Consumer trust
Enhancement of brand visibility
Brand dilution
Question brand integrity
Harm parent brand image
http://www.wisegeek.com/what-is-brand-licensing.htm
http://www.businessdictionary.com/definition/line-filling.html
http://www.forbes.com/pictures/femj45gij/victorias-secret-partnership-with-the-nfl/
http://focusbrandslicensing.blogspot.nl/
http://images.businessweek.com/ss/09/07/0710_cobranded/2.htm
http://www.parhamsantana.com/wp-content/uploads/News_John_Parham_for_Retail_Leader_Line_Extension_Overload.jpg
http://blogs.westword.com/cafesociety/hannah%20montana%20cereal.jpg
http://www.beanstalk.com/images/case-studies/mrclean-variety-of-mops.jpg
https://www.apple.com/support/assets/images/products/nikeplus/hero_nikeipod.jpg
http://www.nydailynews.com/polopoly_fs/1.1101985!/img/httpImage/image.jpg_gen/derivatives/landscape_370/image.jpg
http://makeyourmoneyonline.biz/wp/wp-content/uploads/disney-clock-283x300.jpg
http://gojunto.com/wp-content/uploads/2012/02/coke-super.jpg
http://lilinhaangel.files.wordpress.com/2013/01/colgate.jpg
http://static.friendstipps.eu/uploads/pics/dove_pflegeserie.jpg
http://www.brandingstrategyinsider.com/images/old/6a00d83451b74a69e20120a5af107c970c-pi.jpg
https://pg.newshq.businesswire.com/sites/pg.newshq.businesswire.com/files/blogs/tide_acti_lift.jpg
http://www.babicorp.com/images/treetop_line_extension.jpg
http://www.smithdesign.com/sites/default/files/brand-package-design-firm/skippy/skippy-family-line-extension-design.jpg
http://www.getfilings.com/sec-filings/091022/Philip-Morris-International-Inc_8-K/g44345ex99_3s20gbgd.jpg
http://a.fastcompany.net/multisite_files/codesign/imagecache/inline-large/inline/2013/08/1673352-inline-4030680344-dd89a97f12-o.jpg
http://m1.behance.net/rendition/modules/24052820/disp/7eee1819aa8004eafaef99bff89ba923.jpg
http://www.toycollectors.com.au/blog/144.jpg
http://4.bp.blogspot.com/_OqML4FPt3IE/S82K-qc-M-I/AAAAAAAAAHk/5GJ2aSEw1Yc/s1600/AppleBrandExtensions.jpg
http://www.brandingmagazine.com/wp-content/uploads/2012/09/ariel_stainremover.jpg
http://www.suessigkeiten-blog.de/files/2008/08/snikcers-packung.jpg
http://2.bp.blogspot.com/_FVo2Kxl5nAs/S_FdbkjkCgI/AAAAAAAABcw/rDXKgvhtLpg/s1600/Hershey_12ozMilk_Shakes.jpg
http://timebusinessblog.files.wordpress.com/2012/03/tidetg.jpg?w=360&h=240&crop=1
http://timebusinessblog.files.wordpress.com/2012/03/va.jpg?w=360&h=240&crop=1
http://www.moure.cl/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/z/i/zippo_the_woman.jpg
https://www.drinkarizona.com/productcart/pc/catalog/P0008520_F.jpg
http://media.reporternews.com/media/img/photos/2010/12/17/20101217-135950-pic-84124458_t607.jpg
http://blog.logoenvue.fr/wp-content/uploads/milka-oreo_co-branding.jpg
http://4.bp.blogspot.com/-egqO6JFoPt4/TaDm4qEU1AI/AAAAAAAAzp0/skigPaUf08w/s640/Coca%25252BCola%25252BLight%25252BKarl%25252BLagerfeld%25252BNew%25252BCollaboration%25252BYVNowTM_4oYl.jpg
http://hbsgallery.com/wp-content/uploads/2012/11/CokeNewProducts-e1354223366357.jpg


Sources
Question time

???
Full transcript