Brand Management Summary Essay

Constructs* Consumer based give away faithfulness The derived function effect of deformity fellowship on consumer response to the merchandising of the score. It involves consumers re put to workions to an subdivision of the trade mix for the reproach in comparison with their reactions to the analogous trade mix factor attri exclusivelyed to a fictitiously cookd/unnamed version of the harvest-feast or service. * dent knowledge a commemorate node in memory board to which a variety of associations be linked * injury image find of tick off associations in a consumers memory. It ar learnings around a stigma as reflected by the cross out associations held in consumer memory. s obliterate image is delimit by* Type of stain associations* Attributes Non- ingathering associate or product related.* Benefits Functional, existential or exemplaryal.* Attitudes* Favorability, Strength and Uniqueness of pit associations* discolouration aw atomic number 18ness cogita te and recognition by consumers. It is virtually the strength of the stain node or trace in memory.Findings* A leaf blade is said to have a validating (negative) customer-based marking equity if consumers react more than (less(prenominal)) favorably to the product, price, promotion, or distribution of the tag than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. * cordial CBBE fundament lead to enhanced revenue, lower costs, greater profits, larger margins, less elasticity, enlarged marketing parley effectiveness and licensing opportunities. * Pricing, distribution, advertising and promotion strategies escape from CBBE. * Building CBBE requires creating a familiar make name and a positive bulls eye image.* Measuring CBBE jackpot be d hotshot (1) in behavely by bill point of lengthinesss of provoker knowledge or (2) directly by measuring the make of bulls eye knowledge on consum er response to elements of the marketingmix. * Managing CBBE (1) spot a broad and long-term view of marketing a check (2) specify the desired consumer knowledge structures and core upbeats for a stigmatise (3) study a wide range of traditional and nontraditional advertising, promotion and marketing options (4) coordinate the marketing options that be chosen (5) conducting tracking studies and controlled experiments (6) evaluate capableness extension fuckdidates.Implications* Marketing activity can potenti exclusivelyy enhance or maintain consumers awake(predicate)ness of the put up or the favorability, strength or incomparableness of received associations. * This enables making short- and long-term decisions better and more insightful. condition 2 Esch, Franz-Rudolf, Tobias Langer, Bernd H. Schmitt and Patrick Geus (2006), Are Brands Forever? How Brand Knowledge and Relationships Affect Current and afterlife Purchases, Journal of Product & Brand Management, 15, 2, 98-1 05 Constructs* Brand attributes awareness, image, sensed quality, perceived care for, temper, and organisational associations. * Brand knowledge attributes awareness and image, where awareness is a necessary determine to build discolouration image. * Brand relationships* Satisfaction the exchange aspects of a relationship. Its about giving vs. receiving. * Trust the sprightlinessing that is the outcome of a common relationship with a notice. * Attachment a longer-lasting, commitment-inducing bond between the brand and the consumer. Satisfaction and Trust lead to brand Attachment. * Behavioral outcomes Current barter for way and future acquire behavior.Findings* Current procures are busheled by brand image directly and by brand awareness indirectly. * in store(predicate) purchases are non moveed by either dimension of brand knowledge directly, but brand knowledge does affect future purchases via a brand relationship path that includes brand satisfaction, brand trust and appendix to the brand. Concluding, brand knowledge is not sufficient to build long-term brand relationships. However,relationship variables are critical for predicting future purchases as well as current purchases. * Brand awareness does not significantly affect brand satisfaction and brand trust. * Brand awareness affects brand image and both are direct determinants of current consumer purchase behavior.Implications* Currently, brand shell outrs measure brand awareness and brand image. They should excessively consider brand relationship measures and discipline strategic and tactical initiatives that ensure that consumers are satisfied with the brand, trust it and feel attached to it if they wish to achieve long-term success. blab out notes (27-08-2012) Introduction to Brand ManagementOnce, products were un- variousiable, oftentimes change loose, the quality varied significantly and numerous sight made the same thing. To concord buyers prefer your commodity, brands were introduced * A name, sign or symbol intended to identify the goods & services of one (group of) sellers and to differentiate them from those of competition. It creates temper, awareness and prominence.Organizations perceive brands as physical products, where customers perceive it as psychological products, since they penury to buy brands and not simply products. A product is anything that can be offered to a market for attention, acquisition, use, or consumption that faculty satisfy a need or want. It consists of 4 directs Core benefit, patent product, augmented product and total product. * A brand is a product, but one that adds other(a) dimensions that differentiate it in some way from other products designed to satisfy the same need. It makes products different in a rational, tangible, symbolic, emotional and intangible way.In reality, the close to valuable as typesets are intangible ones.A brand is chief(prenominal) for* leaf nodes because its an identification of a p roduction source, it assigns indebtedness to the maker, it reduces risk, it reduces search cost, it forms a bond / pact with the maker of the product, it is a symbolic device, and a sign of quality. * Manufacturers because it allows identification to simplify handling or tracing, it allows legitimate protection of unique features, its a polarity of quality aim, it endows unique associations to products, its a source of combative prefer and a source of monetary returns.As long is something is perceived as different, from the product sept, it is brand. It should be given a label and earmarkd a meaning. Types of things that can be branded 1) Physical goods 2) Services 3) Retailers & Distributors 4) Online products and Services 5) tribe and Organizations 6) Sports, Arts and Entertainment (experience goods desire Walt Disney and Pixar) 7) Geographic Locations 8) Ideas and Causes.Brands Fail because market conditions change, where some companies fail to adapt (inertia). employm ent Challenges & Opportunities* Savvy customers more(prenominal) experienced customers demand more than respect. * Brand proliferation a few(prenominal) products are mono branded nowadays. Often, complex brand families and portfolios are required. * Media fragmentation New methods of communication arise (internet) and expenditures appear to shift from advertising to promotion. * change magnitude costs Developing untried products is costly so team up with other brands. * Increased competition some(prenominal)(predicate)iation becomes more heavy, markets start to be more mature and low-priced competitors arise.Consider brand extensions. * Greater business Engage short-term performance orientation, make sure you have your figures right. guest Based Brand Equity (1) Differential effect that (2) brand knowledge has on (3) consumer response to the marketing of that brand. Marketing a product should make the consumers response more favorable compared to not mark the product. Typ es are * Consumer brand equity A positive, strong, active and unique meaning of the brand. * Financial brand equity enables earning more inthe short and long run.The Strategic Brand Management Process (to build, measure and manage brand equity) 1. Identify and put up brand positioning and values It is your attempt to get in the opinion of the consumer in a distinct and valued place. This includes mental maps, a competitive frame of reference, points of parity & difference, core brand values and brand mantra. It is also about who is in your market. 2. Plan and implement brand marketing programs The salmagundi and disciplineing of brand elements (visual or verbal?), integrating brand marketing activities and leverage of secondary associations that convey meaning to consumers. 3. Measure and interpret brand performance Use brand value chains (how leave alone our activities regularise what customers think, feel and do), audits, tracking, and equity management systems.What is a Busi ness Value chemical chaina. Customer brand equity management last build, sustain, and leverage a strong, active and unique meaning of the brand. b. Financial brand equity goal to enable more earnings in the short and long run. 4. call down & Sustain brand equity (how to advance things) concepts that are used are brand-product matrixes (shows all brands and products sold by one firm), brand portfolios and hierarchies, brand elaboration strategies and brand reinforcement and revitalization.The 6 deadly sins of branding1. Brand recollection loss wear thint forget what a brand stands for, dont change personal individualism. 2. Brand Egoism all overestimating your (supplying) capabilities and immensity. 3. Brand Deception dupet include fictional ingredients that appear healthy or demonstrate to cover the reality of your product. 4. Brand fatigue Companies are bored with their brands, do a lack of creativity. 5. Brand paranoia Too much focus on competition sooner of product quality. 6. Brand irrelevancy non staying in front of the product stratums market. Lecture notes WC week 1 (29-08-012 / ruby Bull Case)Sources of brand equity for inflammation bull* First instrument advantage, premium pricing, and special ingredients(taurine). * New market creation (energy drink), and an all beat occasion product. * Sampling often, source efficacy, cool image, limited approachability, and specific associations such(prenominal) as sports and athletes. Their strategy is a global approach. Tactics are always similar, and sports are always measurable. How does the marketing program contribute to the brand equity * They have a broad positioning, aiming for high quality and high price, be a premium product and being exclusive.Some terminology* profuse products are those that break the rules, the normal way of doing business. * They do so infra the line by using exceptional promotion activities. * They do so above the line by using out of the box marketing. * division of voice Share of expenditures on advertising, as a share of the product category. * Share of belly Share in all types of drinks consumption. * The most main(prenominal) things for branded products are involvement and interest. * Jump on the bandwagon means under maintained the mainstream (Bullit vs. Red Bull). Why are Red bulls advertisements so successful and how do they maintain their marketing monumentum?* High integration and a uniform program.* Limited availability, which causes buzz marketing.* Their ads use a specific uproarious tone of voice, which builds awareness. Findings of the energy drink experiment* All energy drinks increase blood pressure. Placebos only do so under high motivation. Red bull and brand extensions (the key to success is a fit with your brand) * What did they do already? Shots, different tastes, Red Bull cola, Premix with alcoholics, refrigerators, and using different sizes. * Which ones were successful? Different sizes, sports events, m agazines, shows, and the flagship store that sells a lot of merchandise. * Which ones were unsuccessful? Different tastes, Cola, and energy shots.Week 2 Branding Objectives Values, Identity and Positioning article 1 Brown, Tom J., Peter A. Dacin, Michael G. Pratt and David A. Whetten (2006) Identity, Intended pick up, Construed Image, and Reputation An Interdisciplinary framework and Suggested Terminology, Journal of theAcademy of Marketing Science, 34, 2, 99-106Constructs according to CED (Central, enduring, and distinctive musical arrangemental level of analysis) * Identity An individuals self-difinition / who are we as an organization. * Organizational indistinguishability the property of a social group rather than an individual. * Intended Image mental associations about the organization that organization leaders want important audiences / stakeholders to hold. * Construed image Mental associations that organization subdivisions believe individuals or multiple volume outsi de the organization hold about the organization. * Reputation mental associations about the organization rattling held by others outside the organization.Findings* Image concerns what an organizational member wants others to know about the organization, while reputation is a perception of the organization actually held by an external stakeholder. * Corporate associations belong with the stakeholder, not to the organization. They whitethorn be wreakd by a variety of outside sources competitors, industry analysts, consumer activists and the media in addition to communications from the company.Implications* Not mentionedArticle 2 Coleman, Darren, Leslie de Chernatory and George Christodoulides (2011) B2B Service Brand Identity Scale Development and Validation, Industrial Marketing Management, 40, 1063-1071Constructs* B2B service brand indistinguishability the strategists vision of how a B2B service brand should be perceived by its stakeholders. It consists of the following scale dim ensions * Marketing destination unwritten policies and guidelines which provide employees with behavioural norms. Its also about the importance an organization places on the marketing function. * Client relationship management relationships with customers are thecornerstone of industrial marketing. at that placefore, the quality of CRM is very important. * Corporate Visual identity logos can simplify the process of communicating brand benefit by being visual metaphors. They also care distinguishing a brand. * structured marketing communications they help an organizations brand identity manifest. For B2B, communications focus on organization rather than products. * Brand record The strength, favorability and uniqueness of the brand personality association. It should be easy to describe by clients, and favourable.Findings* After deuce factor analyses, the paper chose to rename some dimensions * Employee & client focus The organization treats employees & clients as an essential d igress of the organization, lead help them in a responsive manner, will discover and respond to their needs, and prime management is committed to providing quality service. * Corporate visual identity Our display case and logo is an important part of our visual identity, which makes us recognizable. * Brand personality Associations are extremely positive and favorable, and clients have no difficulty describing them.* conformable communications Theres a good understanding of the strengths and weaknesses of all communication tools. Furthermore, Advertising, PR and Sales are providing consistent messages. * Human imagination initiatives There are employee-training programs designed to develop skills required for acquiring and compound client relationships. Moreover, the organization regularly monitors employees performance. * The model is now empirical instead of conceptual. In addition, it is a synergistic network since all dimensions are passing correlate.Implications* When ma nagers want to asses the effectiveness of B2B service brand identity efforts, they should focus on either one or multiple of the above mentioned dimensions and measure them over time.Article 3 Chernev, Alexander, Ryan Hamilton and David Gal (2011) Competing for Consumer Identity Limits to Self-Expression and the Perils of LifestyleBranding, Journal of Marketing, 75, May, 66-82Constructs* Self-expression of life-style and social identity this is enabled by a huge degree of customization for certain products and also by social media.Findings (keep in mind that all findings dispute short-term effects) * Consumer brand preferences are a function of the activities they were involved in prior to evaluating a given brand. This finding holds because the need for self-expression is finite and last can be satiated. This means that the need for self-expressive brands decreases as the number of substitute means of self-expression increases.* The extent to which consumers use brands to expre ss their identities is not limited to self-expressive brands in the same category but it is also a function of the availability of alternative means of expressing identity. Satiation is caused by * Personal brand relevance how close is the brand related to your identity. Brands evaluated later in a set were more likely to be rated lower or equivalent in terms of personal relevance. * Perceived brand uniqueness How brands are perceived to be different. * Consumers willingness to pay.* change magnitude the prominence of self-expressive brands that are already a part of a consumers identity is likely to weaken future brand preferences. This holds between and across product categories. This effect is more pronounced for symbolic than functional brands * Brand associations should be distinguished Functional and symbolic associations. * Increasing the need for self-expression (e.g. by threatening identity) has the effect of streng pasting brand preferences. * Self-expressive behavioral a cts such as product customization can lead to identity saturation, debilitative consumers brand preferences.Implications* Brands might possibly compete across categories and become a part of a persons identity. * Lifestyle branding has proved to be successful for many brands. However, managers may be trading bumpy in spite of appearance-categoryfunctional competition for fierce across-category symbolic competition when doing so. All self-expressive brands could end up competing with one another, and possibly even non-brand self-expressive items and social media. * More applicative It might be unattractive to have a shop with self-expressive products adjoining to another shop selling such (Apple Store).Article 4 Naresh, Sheena G. (2012) Do Brand Personalities Make a deflexion to Consumers?, , Procedia Social and Behavioral Sciences, 37, 31-37Constructs* When associated to image, brand uniqueness or identity is the arrangement of words, ideas and associations that structure th e total perception of the brand. * Brand personality the set of human characteristics associated with the brand. It makes brands more interesting, memorable, and it makes people more aware. The Big 5 * Sincerity Down to earth, honest, wholesome, cheerful (Douwe Egberts). * Excitement Daring, pure toneed, imaginative, up to date (Porsche). * Competence reliable, intelligent, successful (ABN AMRO). * Sophistication Upper class, Charming (Mercedes).* rigour Outdoorsy, Tough (Levis, Nike, Marlboro). * Brand personality statement what personality managers want their consumers to perceive. * Brand personality profile what the consumers are thinking and feeling about the brand.Findings* bathetic brand personalities are common for all fast moving consumer goods. Secondly, most FMCGs are characterized as young, successful and inspiring. Finally, success, friendliness, trendiness, uniqueness, modernization and glamour are often found.Implications* Marketers should focus on strengthening th eir strategies by emphasizing personality traits of their brands. This can cause strategic changes in brand positioning or communications.Lecture notes Week 2 (03-09-2012)If your customers dont know who you are, they wont buy. You have to show who you are in order to do business. The caboodle of brand management * Strategists propose an identity by using a certain strategy marketers and PR build on this strategy by choosing a position and messaging this position (potential) customers generate a brand image based on these messages strategists can again build a strategy to reposition the image of the consumers.1 Brand Identity How strategists want the brand to be perceived * It explains whether an ad suits the brand, whether new products should be launched at heart or outside the brand boundaries, how far can we change our communication style expanseally and internationally, or whether sponsorship would fit the brand. * Definition the unique topic of physical, social and psycholog ical components of a brand as far as they are crucial, lasting and remarkable.* Whats the vision & aim of a company, what makes it different, what are its values, what need is the brand fulfilling, what is its permanent nature, and what signs make it recognizable. * Aspects CED Central, Enduring (whether its consistent over time) & Distinctive. * Components Physical (external characteristics, logo), Psychological (experiences, character, point of view), Social (spokesperson, category, relationship, users).1.1 Heritage, consisting of history, consistency, passion and leadership. effectuate are * (1) Authentic real (2) trustworthy safe (3) intimate fervid (4) expert excellence in performance and experience. * Sources are people, the firm itself, and region & nation human capital, social capital, cultural capital & natural capital. * rustic of origin is very important, and countlessly many papers have covered it.1.2 constitution & Values* For the Big Five personality indicators/dim ensions, see rapscallion 9 article 4. * Prototypical cues help distinguishing things between product categories. It also helps in creating expectance. * Values are stable,desirable modes of conduct or synopsis end-states that direct behavior. Milton R. demarcated 18 instrumental & 18 terminal values that can be used to find identity. * Core brand values abstract associations that characterize the 5 to 10 most important aspects or dimensions of a brand. These serve the foundation of a brand strategy, and in particular the POPs and PODs (see page 11). For BMW this would be stylish driving, for Marlboro the cowboy life.* Brand Mantras the heart and soul of a brand a 3-to-5 word phrase that captures the essence or spirit of the brand positioning and values. Malibu seriously easy going. Here, campaigns are more about context rather than content the expression of the brand is more important than the brand itself. Brand mantras consist of * (1) Brand function (Authenticity for NIKE), (2 ) descriptive modifier (Athletic for NIKE), (3) Emotional modifier (Performance for NIKE). * Implementing a mantra requires communication simplification inspiration.1.3 mental imagery The brands dream about the future.It is about shaping the category and improving customers welfare. Visions are provocative and can guide short-term behavior by communicating direction.The Brand Identity Prism to the left discusses (1) shape (features, symbols, attributes), (2) Personality, (3) Culture (set of values), (4) Relationship (beliefs and associations), (5) Reflection (consumers perception) and (6) Self-image (What the consumer thinks of himself). 1.4 Brand Image How the brand is actually perceived* Identification Brand awareness & category structure.* Qualification Brand associations & meaning structure. 2 Brand Positioning The part of the brand identity and value proposition to be actively communicated to a target audience. It is the act of designing the companys offer and image so that i t occupies a distinct and valued place in the target customers minds. The following paragraphs represent the steps that should be taken when positioning a brand. 2.1 (step A) Frame of Reference Who is the target customer and who are the main competitors? Here, we define category membership * Target markets can be defined bysegmentation. partitioning can be done on the basis of consumers (descriptive, behavioral, psychographic or geographic) or B2B (nature of the goods, buying conditions, demographics). Combinations are also possible. Criteria * Identifiability, size, accessibility, responsiveness.* Take into account that in that respect are different types of competition, namely on product type, category or class. In addition, competition may occur at benefit level rather than attribute level (see paper 3 page 8). * When equivalence at category level, 1 brand is the reference brand and several others are compared to that. If youre the reference brand, consider improvements on pri ces and quality. Be aware that decreases in attributes hurt more than for non-reference brands. When youre not a reference brand, any POD from the reference brand is a loss. Therefore, reference brand have competitive advantages.* Prospect theory Extra value diminishes as available gains increase. * When youre launching a new brand, all vernacular category characteristics will first have to be transferred. Creating a category is not advised and very expensive (Subway food). Copying prototypical cues can be used by the follower brand to be authentic in the category (e.g. fast food using Red & color / McDo).2.2 (step B) POPs & PODs are chosen after defining the frame of reference * Points of similitude How is the brand similar to others in the category, how can they be associated and compared. Moreover, which associations are shared? Category POPs are necessary to be a legitimate and reasonable product offering within a category. Competitive POPs negate PODs of competitors. * Po ints of Difference How is the brand different to others in the category? Its about brand associations that are unique to the brand and favorably evaluated by consumers. They can be functional (performance related) or abstract (imagery-related). Theyre also closely related to unique selling propositions, competitive advantages and distinctive competences. Theyre more difficult to obtain than POPs.PODs and POPs can be defined using the following typology intrinsical product differentiation, Design/Style differentiation, Symbolic Differentiation, Channel Differentiation, Price Differentiation, Customer Service differentiation, Customer intimacy differentiation. Choosing PODS and POPsis based on * Desirability Relevance, strength and believability. * Deliverability Feasibility, communicability and sustainability.2.3 (Step C) Establishing POPs and PODsThis can be difficult since many POPs and PODs are negatively correlated (e.g. High quality and low price). Methods that can solve this problem are (1) separation of attributes (2) Leveraging equity of another entity (3) redefining the relationship.2.4 Use and usage federal agencyWhat is the brand promise and consumer benefit? And what is the occasion when the product will be consumed? The best moment to confront customers with product (advertisements) is when they really need it (e.g. In India, detergent ads are place on top of buses, since everyone does their laundry on the balcony where they see these tops).2.5 Statement and tagsAre the current looks and ingredients compatible with its positioning? There are multiple elements that will evaluate and choose a brand positioning 1. The Target audience2. The compelling benefit3. The reason wherefore customers should believe the PODs4. Product Name5. Product CategoryWeek 3 Special Branding StrategiesArticle 1 Keller, Kevin Lane and Philip Kotler (2012) Branding in B2B firms in Handbook of Business-to-Business Marketing, edited by Gary l. Lilien and Rajdeep Grewal, Ed ward Elgar, Cheltenham, UK.Constructs* B2B branding might not be needed because buyers are experienced and fully informed, its more about the buying experience, it involvesunnecessary costs, effects are only short-term, astute ROI is difficult, brand building is complex and because it doesnt significantly influence the buyers net decision.Findings* The Brand Management Scorecarda. Managers understand what the brand means to customers. b. The brand is properly positioned.c. Customers receive superior delivery of the benefits they value most. d. The brand takes advantage of the full repertoire of branding and marketing activities available to build brand equity. e. Marketing and communications efforts are seamlessly integrated. The brand communicates with one voice. f. The brands pricing strategy is based on customer perceptions of value. g. The brand uses usurp imagery to support its personality. h. The brand is innovative and germane(predicate).i. For a multiproduct, multi-brand firm, the brand hierarchy and brand portfolio are strategically sound. j. The firm has in place a system to monitor brand equity and performance. * Steps to build and manage a strong branda. Ensure the organization understands and supports branding and the social function of brand management. Moreover, internal branding is important (next two steps) b. swimming and upright piano alignment branding efforts should be understood by all. c. Brand mantras (see p10 1.2) will consistently reinforce and support the brand. a. A General Electric finish for this firm, more then a brand mantra was integrated successfully with 11 different businesses. d. Adopt a collective brand strategy if possibly and create a well-defined brand hierarchy (Carefully) settle on brand architecture (distinctive brand elements applied to the different products sold by the firm). Corporate branding is preferred. e. Corporate credibility competence in delivery and satisfaction for the client. It depends on expertise, trustworthiness and likability.f. Brand hierarchy importantly different sub-businesses require sub-brands. g. Frame Value Perceptions Strive for differentiation and value rather thancommoditization. Framing is about how clients currently think and choose among products and services, and then determining how this ideally should be. h. Link non-product-related imagery associations Apple is perceived as an innovative brand, where Microsoft is more of an aggressive firm. Consider how dimensions of corporate credibility affect decisions of the B2B customer. i. Uncover relevant emotional associations for the brand Security, social approval and self-exaltation definitely play a role.In addition, how do risk and feelings influence a customers decision making? j. Emotions and decision-making Ultimately, individuals rather than organizations make purchasing decisions. These people are influenced by emotions & ratio. k. Segment Customers carefully and develop tailored branding and marketing programs. Should there be a uniform image within and across firms? l. Segmentation within organizations the buying center brings together initiators, users, influencers, deciders, approvers, buyers and gatekeepers. People fulfill multiple of these tasks, but all should be approached with identical messages. m. Segmentation across organizations careful customer analysis is required for successful segmentation.Implications Not mentioned.Article 2 Desai, Kalpesh Kaushik and Kevin Lane Keller (2002) The Effects of Ingredient branding Strategies on Host Brand Extendibility, Journal of Marketing, vol. 66, (January), 73- 93.Constructs* Line extensions minor product changes in the forces brand, possibly already introduced by others in the category. When these changes are branded, theyre further defined as * Slot-filler brand expanding upons the level of one active product attribute changes. * New attribute expansion an entirely new attribute or characteristic is added to the pr oduct. * Self-branded ingredient the host brand includes and creates a new self-brand. * Co-branded ingredient branding using associated brands as ingredients (Dell & Intel) that are supplied by another firm.Findings* For Slot-filler expansions, a cobranded ingredient facilitates initial expansion acceptance, but a self-branded ingredient leads to more favorable subsequent category extension evaluations. Subjects appeared not to credit the host brand for the cobrand association in evaluating subsequent extensions, and if anything, they held it against the host brand. * For new attribute expansions, a co-branded ingredient leads to more favorable evaluations of both the initial expansion and the subsequent category extension. Because a self-branded ingredient did not help broaden the equity of the host brand, and because the host brand may have lacked credibility, an extension involving a self-branded ingredient was less favorably evaluated. * Should ingredients be branded? Yes, it i mproves the competitiveness of the host brand and its a signal of quality when feature high quality brands.Implications* Besides helping improve the competitiveness of the host brand, the new attribute can, in some cases, prosper the usage of the host brand. * Co-branding might enhance short-term equity of a host and its value, even under low fit. However, in the long-term co-branding will require more fit to the category. After all, theyre borrowing and not generating equity themselves. * Evaluations of slot-filler extensions suffer after the cobrand that was originally used in the expansion is dropped from the extension.Article 3 Gussoni, Manuela and Andrea Mangani (2012) Corporate branding strategies in mergers and acquisitions, Journal of Brand Management, I 350-213IX, 1-16Constructs* Corporate name is a strategic marketing plus and carries the corporations reputation. * Mergers & Acquisitions can be classified as* hidebound the new entity adopts the acquirers or the target s corporate name. * Innovative the new entity uses a mixed or new name. * Horizontal if the combining entities are active in the sameindustry and relieve oneself similar goods & services. * Vertical if the combining entities are active in the same industry but at separate production stages (buying buyers or suppliers). * divisional acquisition acquiring /merging only some divisions of companies. * Diversification if the combining entities are active in separate industries * Financial investments if a financial investor, typically a private equity investment firm, acquires a manufacturing or service company.Findings* Divisional acquisition, vertical integrations, diversifications and the sectors involved do not affect the probability of the strategy being innovative. * Inventing a new name for a target is unusual.* Innovative brand strategies are more probably in the case of mergers (as opposed to acquisitions), horizontal M&As and financial investments. More specifically, a mixed n ame is the preferred option since value and reputation of both names will be involved. * When doing a financial investment, the acquirer doesnt transfer its name, but chooses between keeping the acquired name or changing it in case of bad reputation. * Horizontal M&As tend to extend the name of the acquirer to the target.Implications* Management and intone of brands and corporate names may have a profound electric shock within organizations. Therefore we recommend carefully interpreting our and other studies regarding denomination strategies. * Marketing during a M&A process is often underestimated.Article 4 Ilicic, Jasmina and Cynthia M. Webster (2012) Celebrity co-branding partners as contrasted brand information in advertisements, Journal of Business ResearchConstructs* Celebrities are identified as co-branding partners, where two brands (one being the reputation) are paired with one another in a marketing context such as an advertisement. * Their should be a run across bet ween the reputation and brand image to achieve positive effects on consumer attitudes. * A celebrity not only provides consumers with relevant brand information when they convey characteristics pertinent to the brand but also when they mention information relevant to the endorsed brand. * Irrelevant information provided by a celebrity endorser also aids in making a opinion about whether the brand is able to deliver the benefit according to the consumer. This holds disregardless of whether relevant brand information is also present. * Dilution effect in marketing Dilution of consumers beliefs might occur when a celebrity provides both irrelevant and relevant brand information. This effect is present regardless of whether consumers perceive the celebrity to match or mismatch the brand.Findings* When a celebrity co-branding partner does not provide information about the partner brand nor brand benefits but plays a peripheral role, consumer judgments in the ability of the partner bran d to deliver benefits, their purchase intent and their match-up perceptions become less positive. * Consumer brand benefit beliefs and purchase intentions show evidence of a dilution effect only when consumers perceive a mismatch between the celebrity and brand and when presented with irrelevant information supplied by a celebrity in addition to relevant brand information. When purely relevant information is presented, dilution does not occur. * Dilution occurs on perceived brand benefits, purchase intentions and match-up perception between the celebrity and the brand.Implications* Ensure that a celebrity co-partner does not provide irrelevant brand information within advertisements to reduce brand benefit belief, purchase intent and match-up dilution. * Advertisements should feature an irrelevant and incongruent celebrity in combination with relevant brand information.