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Brand Extension

5 Ways To Extend Your Brand

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5 Ways To Extend Your Brand

A brand may enter new product categories, new product formats within a category (line extensions), or new markets or market segments. Examples of the latter include taking a brand currently targeted to women and extending it to the male market, or taking a brand that currently appeals to adults and extending it to the teen market. 

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Branding and China

The State Of Brand Management In Asia

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The State Of Brand Management In Asia

Regular readers of Branding Strategy Insider know we welcome and answer marketing questions of all types. Today’s we hear from Karl, a business reporter with China Daily who asks these questions about the state of the discipline of brand management in Asia.

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Brand Equity

The Measures Of Brand Equity

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The Measures Of Brand Equity

Every established brand should have a clear understanding of its brand equity. The Blake Project’s BrandInsistence brand equity measurement system measures the five things that cause customers to insist upon specific brands: awareness, relevant differentiation, value, accessibility and emotional connection.

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Marketing Budget

Defining Advertising And Marketing Budgets

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How Are Advertising And Marketing Budgets Defined?

Branding Strategy Insider readers know, we regularly answer questions from executives and marketers everywhere. Today we hear from Mark, a VP of Marketing in Las Vegas, Nevada who asks this about defining marketing budgets…

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Branding: Just Ask...

How To Bring Your Brand Positioning To Life

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How To Bring Your Brand Positioning To Life

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from executives and marketers everywhere. Today we hear from Marcel, a VP of Marketing in Paris, France who asks this about bringing the brand promise to life…

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