2. Global media company producing the highest quality magazines Vogue,
Glamour, Gentleman's Quarterly, Vanity Fair.
Founder: Condé Montrose Nast
Headquarters: 2 in London
124 magazines, close to 100 websites and more than 200 tablet and mobile
apps
Active in 30 markets
More than 54 million readers; 115 million users; millions of downloads.
Start 1909: Acquisition of the American publication Vogue and transformation
from a 24-page weekly into a monthly magazine
First publishing company which establish international editions British
Vogue, L´Uomo Vogue
leader in publishing enhanced digital editions and publishing innovations
pocket-sized Glamour
4. Mission: Condé Nast International’s staunch commitment remains: to deliver
influential, content and brand experiences for discerning individuals who
demand to be inspired.
Mission & Values
TO EXCEL.
TO ENGAGE.
TO ENTERTAIN.
Values:
AN OBSESSION WITH QUALITY –
“Excellence is our hallmark.”
7. “We want to bring
the experience of
the publishing
brands to end
users in new forms
in order to
strengthen the
brands and their
relevance. Of
course, we aim to
do so profitably.”
Jonathan Newhouse,
chairman and chief
executive of Condé Nast
international
8.
9. Performance
Successful!
New businesses are either already profitable or expected to
be profitable in the near future
Only targeting in markets where is still demand for luxury
brands in retail and hospitality (Asian, Middle Eastern and
Latin American markets)
Importance of partnerships Condé Nast Restaurants
Risk: danger of “over-stretching”
10. Brand extension
‘Stretching or extending [a] brand into business areas that are
not related to the business in which the brand originated to
create advantage in those areas.’ (Schultz et al. 2005)
Vertical vs.
horizontal Brand
Extension
vertical brand extension
= markets that are above or below the brand’s
current position
horizontal brand extension
= within product category (line extension) or across
product categories (sub brands)
11. Effects must be considered both ways – on both the
original and the new product/service
Clear understanding of the brand identity essential
How can successful brand extension be
measured?
12. ‘The more a brand covers different categories, the more it stretches and
weakens, losing its force like an elastic band.’ (Kapferer 1992)
Dilution of the original brand
Forming of subcultures counterculture
Product-attribute-fixation-trap
Risks and Traps of Brand Extension
14. Brand Stretch Model
Brand Stretching: Developing services and products into
areas in which the brand is not present
Requirements: Having a well-defined, focus brand identity
Objective: Successfully determine the scope of extension
