This paper addresses the question of how the vertical structure of a product line relates to brand equity. Does the presence of “premium” or high-quality products in a product line enhance brand equity? Conversely, does the presence of “economy” or low-quality products in a product line diminish brand equity? Economists and marketing researchers refer to variation in quality levels of products ...

This research examines whether various forms of brand associations—overall brand beliefs (e.g., Sony is high quality) versus exemplars of the brand (e.g., Sony TV)—are differentially accessible for individuals with independent self-views and those with an interdependent self-view. Since independents emphasize the “traitedness” of behavior and tend to focus on attributes of objects, brand belief...

This study analyzes the impact of brand extension strategies upon Competitive Advantage in Service Companies from Costumers point of View among Parsian Bank and its Affiliated Service Companies in Isfahan City. In this study, for collecting data a questionnaire was used. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses .The results i...

İşletmeler pazara yeni bir ürün sürmek istediklerinde bazen prestijli mevcut markalarının adını sürülen ürüne veya grubuna vermektedirler. Bu durum marka genişleme stratejisi olarak isimlendirilmektedir. Yeni yaratmak işletme açısından çok maliyetli olacağından işletmeler tanınmış ismini ürünlere vererek, hem yaratma maliyetinden kurtulmakta de markanın olumlu çağrışımlarından faydalanmaktadır....

The success of a product depends upon its positioning which in turn is related to its brand name. A brand name may be defined as, a name, term, sign, symbol, or design, or a combination of these, that identifies the manufacturer or seller of a product or service (Kotler and Armstrong, 2002). Zikmund and d’Amico (1984) defined brand as any name, term, symbol sign, design, or unifying combination...