Extending Your Brand by Optimizing Your Customer Relationship

Topics:
Brand Management,
Brand Strategy
Tags:
Brand,
Branding,
Emerald,
Marketing
Source:
Emerald

FREE Registration is required

Overview: The role of brand as more than just a marketing communications icon is increasingly obvious to leading businesses. Brand drives nearly two-thirds of customer purchases and impacts nearly every function area of the business. It stands to reason that extending the equity of brand will fuel growth while allowing business to out space competitors. This article examines the positioning considerations that will enhance the effectiveness of brand extensions. It reveals how companies can develop an optimal customer experience by extending brands into new channels and customer touchpoints.

(Is this item miscategorized? Does it need more tags? Let us know.)

Format: PDF | Size: 71KB | Date: Mar 2002 | Pages: 5

People who downloaded this item also downloaded

White Paper Five Characteristics of Highly Successful Advertising
White Paper 0% Brand Management?
White Paper Keep Your Brand Clean
White Paper Marketing Positions Have In Common
White Paper Better Brand Extension Product Screening

Top results from Brand Management

White Paper ONE Oracle News for Midsize Organizations - Issue 05
White Paper Journal of Management Excellence - Building Trust
White Paper How to Market and Sell Services with Webinars
Case Study Case Study Kraft Food
Case Study Universal studios television USA cable networks

» View all Brand Management listings

advertisement
advertisement
  • Click Here
  • Click Here
  • Click Here
advertisement

Returning users: Log In Here!

Already registered on BNET, TechRepublic, or ZDNet? Simply log in.

Free Membership: Sign Up Now!

Sign up for a free membership today and get instant and unlimited access to one of the largest databases of white papers, webcasts, and casestudies anywhere. Your FREE membership allows you to:

  • Download an unlimited amount of content, including classic and current white papers, case studies, webcasts and more
  • Track content on your chosen topics of interest
  • Receive targeted email alerts when your favorite content is added
  • Save content for future reading
  • Receive our member newsletter

When you register to access this directory, you become a member of BNET. In addition, you allow us to share your information with companies that produce products or services featured in the library--so that such companies may contact you with information and offers regarding their products and services. This enables us to keep the library a free service. As a directory registrant, you will receive a complimentary subscription to the BNET member newsletter, The BNET Report. You can unsubscribe from this newsletter at any time. By clicking the Sign up button, you indicate that you agree to our Terms and Conditions and have read and understand our Privacy Policy (updated).