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The purpose of this paper is to introduce Burlington Socks brand extension in the US with respect to brand management concepts. The paper describes the extended brand, and analyzes the subjects of brand, brand equity, and strategic brand management – the design and implementation of marketing programs and activities to build, measure, and manage brand equity. To understand how to improve the long-term profitability of the brand extension strategy and mitigate the risk of brand dilution, the paper provides with concepts and techniques including positioning, brand elements, integrated marketing communications, secondary brand associations, branding strategies, managing brands over time, market segments.
Keywords: brand resonance, mantra, point-of-parity and points-of-difference, brand elements, brand values, secondary brand associations, brand image, perceived value, brand relevance, brand awareness, marketing strategy, marketing promotion, database marketing, integrated marketing communications, database marketing.
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