Reliability of Samsung Phones for Planning †MyAssignmenthelp

Question: Talk about theReliability of Samsung Phones for Planning. Answer: Presentation The arrangement of reports with respect to the blast of Samsung Galaxy Note 7 seven telephones in various pieces of the world through the condition of the Companys advertising cockeyed that it influenced its and prompted reviews of comparative items as of now available (Maheshwari, 2016). A specific part of the administration of the company that was set on the spotlight was the advertising. Open connection is an order that essentially worries about notoriety, in order to set up a comprehension and backing towards affecting feeling, as such arranging and supporting exertion with the perspective on setting up and keeping up a specific type of comprehension between a foundation and its publics (BotanTrowbrdge, 2015). The current report puts center around the degree to which Samsungs circumstance is respected a PR fiasco. Taking into account that advertising would one say one are of the quickest developing and quickest changing among proficient works on as per BotanTrowbrige (2015), A co uple of inquiries emerge: How does is sway the notoriety of the association from a PR perspective? How has this episode featured PR onto the national and universal media? How having a PR individual or group would help shape the result for Samsung both for the time being and in the long haul? What amount of a PR Disaster was this Incident? Samsung making light of the extent of the emergency was one of the significant viewpoints that added to the heightening of the episode to uncommon levels. The circumstance was awful that the yearly positioning of the most obvious organizations tipped Samsung at 49th up from seventh (Alaimo, 2017).The calamity could have been maintained a strategic distance from inside and out if certain measures were set up or rather, having as a main priority that the organization pays attention to advertising, would have been treated with the size it merited. It began with an item review that numerous at Samsungs administration thought would enough deal with the issue, yet occasions ended their very own existence. These occasions were to be dealt with by the companys advertising office who could have figured how to deal with the circumstance from the word go as opposed to playing make up for lost time. Treatment of a PR circumstance, much the same as some other parts of business activities require cautious arranging and arrangement (Wigley Zhang, 2014), something that Samsung ignored regardless of its size. There is a general suspicion that is consistent to a wide range of organizations enormous or little where organizations essentially trust in the best or expect that via completing its strategic is no space for things turning out badly. Samsung is among the top positioned business elements with respect to PR consumptions as it is one of its significant advertising techniques. As per Adage.com Samsungs worldwide PR costs remained at a tune of $558.8million in 2012 with the earlier year the organization recording an estimation of $476.1 million according to the reports of Ad Age Data Center. Further Samsungs treatment of the circumstance is confusing thinking about that the enterprise has been known to enlist various PR specialists to administer its advertising undertakings in different nations and across various lines of items under its name. Considerably increasingly, a ton of PR movement is kept in-house and redistributing possibly happens when the authority is resolute that the trea tment of outer organizations may be better. The PR firms on Samsungs program incorporate Edelman PR, and Weber Shandwick MWW PR Group among others (Bruell, 2013). Key Stakeholders A partner, as per the Business Dictionary is an individual, gathering, or association that has intrigue or worry in a foundation. This resounds with the meaning of one of the significant scholars in advertising, Grunig. Further, there exist two most significant speculations of advertising one set forth by Grunig alluded to as the situational hypothesis that gives a depiction of the publics critical to associations and the other, power-intrigue lattice. The brand picture of Samsung has been based on the making of a great deal of promotions through the assistance of PR specialists along these lines widening the companys reach to various populaces. This has brought about the organization having an impressive number of partners. In addition, precision in the distinguishing proof of publics nearby whom commonly advantageous relations will be assembled one of the most significant of steps in building a key and powerful advertising. Different researchers have repeated that there is nothing of the sort as overall population and it is from this understanding the Samsung has a wide scope of partners that the organization ought to have contemplated following its reaction to the emergency. Advertising addresses all the partners to an organization. Samsungs key partners incorporate the accompanying: clients, colleagues, investors/speculators, NGOs, representatives, nearby networks, government and the press. Prioritization of partners is at the focal point of the board of any emergency. There exist forms that are touted to be models towards this prioritization. Right off the bat, is the recognizable proof of all the likely partners with connection to their relationship with the organization. Also, a gander at the properties of the partners, thirdly organizing as to the affiliation certain partners have to the circumstance and in conclusion organizing in accordance with the correspondence procedure (Rawlins, 2017).The after gathering of publics is significant and any endeavor to disregard them establishes a PR fiasco. Significantly more, it is critical to deal with all partners from a shared view. The essentialness of the previously mentioned partners to Samsung and some other association there is as per the following: an episode of the above size is a lot of equipped for influencing different items subsidiary with Samsung. A memory of such episodes encourages dithering in likely customer s. The legislatures in the applicable nation additionally express reservation as the item represents a danger to the general prosperity of its residents. Take a case of copy telephones going off in an airborne plane. The U.S Consumer Product Safety Commission communicated its interests with the failure of Samsung authority to stick to the specified rules and conventions during reviews. Also, the episode negatively affected Samsungs piece of the overall industry that will without a doubt take some time before it recaptures its underlying position. This slices across to all classes of partners. Aside from telephones, Samsung additionally has different classifications of customer gadgets. Investigation of Response made by Samsung: PR Perspective The reaction by Samsung neglected to hold fast to any of the different key ways to deal with advertising. There are four sorts of vital methodologies: one, the cautious methodology where the game-plan just watches the interests of the foundations, to the responsive methodology that is exclusively chivalrous of the partners (Gregory, 2015) , three, the decisive methodology that primarily advances personal matters trying to control an associations situation and last, a shared methodology that utilizes discourse in the formation of arrangements that are helpful and essentially consider the situation of the foundation and the partners (Gregory, 2015; Verhoeven et al ., 2014). Notwithstanding non-adherence to the different methodologies of advertising, Samsungs correspondence methodology with partners was inadequate. Stakeholders are the most dynamic of the considerable number of publics and hence, they take the situation of the most organized publics (Gregory, 2015). The online networking makes up an immense level of the roads that these organized publics look for data in regards to the substances that they check out. Samsung completely neglected to misuse these roads to the articulate doubt of numerous who viewed the dealing with as perplexing and excessively aloof. This highlighted a general absence of procedure to address the organized partners the world over. This implied the prioritization step was comparably not clung to. Suggestion of Alternative Response Appropriation of a key open connection approach that places more spotlight on the partners in an offer to restore the trust that existed before the episode. This will help Samsung manage various circumstances by applying the four section approach of the possibility model that aids the making of a powerful advertising technique (2012books.lardbucket.org.2017). Reaction to the emergency is tied in with timing and how you address the most influenced. Further, it will be a reasonable motion to adjust the desires and interests of various partners a single way to guarantee on time conveyance and according to the desires (Alaimo, 2017). Rather than an official reaction proclamation from the organization, a first reaction explanation would have been fitter as it would have guaranteed partners of the earnestness with which they were taking the issue. This would have gone far in reducing the Corporations PR status amidst the emergency in the accompanying manners: it would have shown to the partners that the foundation minded and it organized a quick finish of the occurrence, gave a prompt response to the partners with respect to their degree of information on the episode, a path for the association to make more opportunity for dealing with the circumstance away from the open eyes in an offer to get to the base, all things considered, and finally, fortify the companys position as the confided in voice and a valid supervisor of the emergency (Agnes, 2017). Moral Issues As per Grunig, (2014), a lion's share of individuals hold the thought that advertising are naturally untrustworthy and the equivalent could be said of a portion of its practices. In any case, some open connection scholars authenticate that it isn't intrinsically unscrupulous, however it is characteristically about morals, social obligation, and manageability. The treatment of

Nationalism in Eastern Europe free essay sample

nineteenth twentieth Cent. history of causes impacts of patriotism center fringe state relations in legislative issues financial aspects of Czechoslovakia, Hungary Poland. This examination paper investigates parts of the complex between connections between patriotism, as showed in East Central Europe, and relations among center and fringe statesin that region inside the cutting edge world monetary framework. The ways patriotism took in East Central Europe in the nineteenth and mid twentieth hundreds of years were unequivocally, yet in no way, shape or form only, impacted by the nature and substance of the connections between those states and certain incredible forces. Today, patriotism in the region stays a strong power. Definitions East Central Europe essentially involves the zones which make up present day Czechoslovakia, Hungary and Poland. Patriotism is the political articulation of the wants of explicit ethnic

Emetophobia Causes and Treatment

Emetophobia Causes and Treatment Phobias Types Print Causes and Treatment for Emetophobia By Lisa Fritscher Lisa Fritscher is a freelance writer and editor with a deep interest in phobias and other mental health topics. Learn about our editorial policy Lisa Fritscher Updated on January 25, 2020 Enes Evren / Getty Images More in Phobias Types Causes Symptoms and Diagnosis Treatment In This Article Table of Contents Expand Causes Symptoms Complications Treatment View All Back To Top Emetophobia, or fear of vomiting, is surprisingly common. The phobia can begin at any age  although many adults have suffered for as long as they can remember. Emetophobia may also be related to other fears, such as a fear of food, as well as conditions such as eating disorders and obsessive-compulsive disorder. Causes of Emetophobia The fear of vomiting is often, but not always, triggered by a negative experience with vomiting. Although cases of stomach flu, overindulging in alcohol and food poisoning happen to everyone, it is easy to feel alone. The risk of emetophobia may be higher if you remember vomiting in public or experiencing a long night of uncontrollable vomiting. Some experts believe that emetophobia may be linked to worries about lack of control.?? Many people try to control themselves and their environment in every possible way, but vomiting is difficult or impossible to control. It sometimes happens at times and in places that are embarrassing or inconvenient, which can be highly distressing. Symptoms Interestingly, most people with emetophobia rarely, if ever, vomit. Some sufferers report that they have not thrown up since childhood. Yet they constantly worry that it might happen. If you have emetophobia, you may have developed certain behavioral patterns or even obsessions in an effort to keep yourself safe. You might be most comfortable in a particular room of your home, or even outside. You might sleep with a towel next to you in case you are ill overnight. You probably feel compelled to learn the most direct path to a restroom in any new building. You may be extremely anxious about long car trips. Many sufferers report that they feel safer when they do all the driving. Some are reluctant to carry passengers because they might see them vomit if they cannot reach a restroom in time. Many emetophobia sufferers experience frequent nausea and digestive upsets. These are extremely common symptoms of anxiety and can lead to a self-replicating cycle. You are afraid to vomit, and the fear causes nausea and stomach pain. This makes you feel like vomiting, which in turn makes you more afraid. Research indicates that this cycle may be the result of hyper-vigilant sensitivity to gastrointestinal symptoms and misappraisal of nausea and other GI symptoms.?? Complications Over time, you might develop additional fears or obsessions. Cibophobia, or fear of food, is common among many with emetophobia. You may worry that foods are not cooked or stored properly, which could lead to possible food poisoning. You might begin to severely restrict your diet or refuse to eat until you are completely full. Many sufferers feel that being full can lead to nausea and vomiting. In extreme cases, people might even develop tendencies toward anorexia. Many who suffer from emetophobia develop social anxiety or even agoraphobia, which is a fear of places or situations that might cause you to feel anxious, panicky or out of control.?? You might be reluctant to spend time with people for fear of vomiting in front of them. Alternately, you may be afraid that someone will vomit in front of you. It is not unusual to become highly afraid of other people’s vomit as well as your own. Treatment for Emetophobia Emetophobia can be somewhat complicated to diagnose and treat  since many people simultaneously experience other phobias and anxiety disorders. Therefore, it is important to work with a trusted therapist with a broad range of experience.   Cognitive-behavioral therapy  (CBT) can help you confront your fears and replace your negative thoughts regarding vomiting.?? Hypnosis and relaxation techniques can help to reduce the feelings and symptoms of anxiety. Medications may be indicated in some cases. Find Help From the Best Online Therapy Programs Although it will take a great deal of work, emetophobia can be defeated. There is no reason that your life must be controlled by this powerful but treatable phobia.

Understanding The Neurological Complexity Of The Human Brain

In order to better understand the neurological complexity of the human brain, it is reasonable to first compare it to a similar organ, and according to Professor David Anderson, that is a fruit fly s brain. As a neurological researcher at the Caltech David Anderson Lab, Professor Anderson claims that the human brain is much more complex than thought, but with the help of fruit fly experimentation, understanding the human brain is made simple. As guest speaker at the TED Conference, Anderson informs his audience of a common misconception with the human brain, a misconception he intends to disprove by using evidence from his fruit fly experimentations. David Anderson explains how fruit fly research is the missing link that will help†¦show more content†¦Opening up his lecture, Professor Anderson immediately harnessed the crowds curiosity through his questions requiring crowd participation. He first asked the crowd to raise their hand if they had any family history of mental i llnesses. Most of the attending listeners responded to his inquiry with their hands raised high, signaling Anderson to ask his next question. Secondly, Anderson asked if anyone could agree that fruit fly research would help further the understanding of mental illnesses and if so, they should keep their hand raised. Naturally, in response to his second question, the audiences hands went back down. The humorous contrast in the crowds response resulted in laughter within the audience, which allowed Anderson to smoothly transition to his next point. He continued to use rhetorical questioning throughout his speech as seen when he asked, Can an organism like this teach us anything about emotion-like states? Do these organisms even have emotion-like states or are they just little digital robots? (00:04:55). Comparing living fruit flies to inanimate robots is silly and not realistic; this obvious answer made clear to his listeners that there is a high chance that fruit fly research could benefit the understanding of the human mind. In continuation, Anderson used comparison and contrast to help explain his research and support his claim. Anderson first comparedShow MoreRelatedThe Future Of Neuroscience : From Sci Fi1559 Words   |  7 Pageskick while wearing a robotic exoskeleton controlled by his brain. The high-tech demonstration was orchestrated by Duke University neuroscientist Miguel Nicolelis, as part of the Walk Again Project [2], to develop and implement a brain-machine interface to allow severely paralyzed patients to regain mobility. The sight of such futuristic technology straight out of the Iron Man movie becoming a reality is simply exhilarating. 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In Search Of Respect Selling Crack In El Barrio Summary

Phillipe Bourgois’s study of social marginalisation in inner city America in his ethnography ‘In Search of Respect – Selling Crack in El Barrio’, won critical acclaim when first published in 1995. For the first time, an anthropologist had managed to gain the trust and long-term friendship of street-level drug dealers in one of the nation’s roughest ghetto neighbourhoods – East Harlem (Bourgois, 2003). He had originally come to study poverty and ethnic segregation, the political economy of inner-city street culture, but found himself mired in a world conditioned by drugs, a world on which the literature is surprisingly sparse (Clatts, 1997). The people who inhabit it--men and women with names like Benzie, Little Pete, Gigi, Candy, Primo,†¦show more content†¦In other words it can be said that the drug hysterias that sweep the US can be safely ignored if focus is instead on the ethical concerns of social marginalisation that cause the addictions and abuse such as poverty and racism (Room, 2005). We learn from the book that the number of drug dealers has a correlation with the loss of jobs of East Harlem residents. Losing jobs prevents people from providing basic needs to themselves and their family. Most of the residents who live in El Barrio are Latino such as Porto Ricans, Mexicans, and Dominicans. Latina/os are a key population in which to study substance abuse. Given their levels of poverty, minority status, and residential concentration in areas with wide drug and alcohol distribution, Latina/os are considered at risk for substance abuse (Verissimo, Gee, Ford Iguchi, 2014). As stated by Philippe, the main point of this book is not about substance abuse, it is about his first hand experiences with the culture and poverty of East Harlem. It is about the struggles that people there have to go through in order to survive in an extremely poor area of one of the riches city in the world.. In the ethnography the residents search for jobs started young with most dropping out of high school to work in local factories, however, usually these factories closed down within a year or two to seek cheaper labour somewhere

Contemporary issues on mobility and work spaces Free Essays

Oxford Encyclopedia of Economic History. Retrieved 24 February 2011 . – also Jump up A A Legal Bridge Spanning 100 Years: From the Gold Mines of El Dorado to the ‘Golden’ Startups of Silicon Valley By Gregory Grooms, 2010. We will write a custom essay sample on Contemporary issues on mobility and work spaces or any similar topic only for you Order Now Assignment 1, mobility – Threaten Darkish First let me explain how this essays goes which I tough it would look and sound better if the definition and samples come first and then after that and also in between I refer them to interior design and our roles and use as one. I’ll start with the definition of the word mobility to get to know this term and see it’s difference from the other use of mobility as in the new technology and mobile APS for workplaces. Therefore â€Å"Mobility’ indicates a worker’s ability to physically move around freely in he workplace to accomplish work. Mobility for work can be assisted with items such as a wheel chair, crutches, canes, a desk near the door, a scooter to ride between distant buildings, and a shuttle bus. Mobility also refers to a worker’s ability to take advantage of various Job opportunities ( I will write more on this issue below), including the ability to relocate, move to a superior Job position, commute a particular distance to work daily, or change positions due to family and civic responsibilities. Some impediments to the mobility of labor include personal hindrances such as geographical location and ability to move, physical and mental ability, and prior Job experiences. Social/legal hindrances to mobility include a lack of educational opportunities, family responsibilities, and various laws. A frequent use of the word, mobility, occurs when organizations use the term to define the upward mobility of employees. An employee with upward mobility has the appropriate mix of needed qualities and characteristics including experience, knowledge, skills, education, cultural fit, and availability. An employee with upward mobility potential is ready for promotional opportunities*. Now at this point I going to write further more about the mobility of employees and various Job opportunities to see what that points to exactly and how that is related to mobility. Employee mobility is an issue that has taken on a whole new meaning as more and more businesses have gone global. Employees today are commonly asked to take assignments in company locations outside their home country. These kinds of opportunities are seen as Contemporary Issues in Interior Architecture- Fall 2014 2 benefits by many employees who enjoy experiencing new cultures and the multi- cultural exposure. Managing employee mobility is important though, because without the right training and planning, employees moving to foreign countries will not be prepared to meet the challenges such moves present. Your company does not want to find itself faced with loss of productivity, or worse, loss of its best managers because of lack of planning. Being prepared to address the issues related to employee mobility should be included in the company’s strategic planning. Quality of living in this matter can be an issue if a company frequently transfer employees within the country or outside the country. Either way there are concerns which should be addressed in these compensation and benefits packages. For example, in the US, a manager transferred from a small town in Texas to a large northeastern city will be faced with many of the same issues as an employee transferred from the US to Canada and that is a very simple and the most easiest transfer in contrast with moving to India or china, a completely different culture. These concerns or issues include cultural and compensation differences. These differences become more pronounced when the company re-assigns employees from a developed country to a third world country. But it is really a matter of degree. Making sure that the staff are well prepared for these types of moves will insure the transition is smooth and they remain productive. After all the reason managers are transferred is in order to better utilize their talents and skills within the company**. Here I can say our role as an interior designers may help with these issues but with prior researching, planning, somehow rearranging their working spaces even from their own country to their destinations. So that they can familiarize themselves and got to know those areas better prior going there to make them arm proof and repaper Just in case. Many transfers involve more than the staff also. The managers and workers in general have families who are as much a part of the move as the company employees. It’s important for the company to recognize the needs of the employee’s family also. Unless the staff feel as if their family will also benefit from the transfer without Jeopardizing their safety or welfare, company transfers will meet a lot of resistance. In these cases also our role as interior designers can come to great use by even designing and making their homes look like the one in future after move, better said aka and redesign them as person by hurt so they would not feel alienated. Now here are some instances of companies and how they help these employees related with this mobility matter. For instance the Whichever Workforce Mobility*** helps clients optimize their mobile workforce by delivering innovative solutions that make it faster, easier and more cost effective to deploy key talent and transfer critical skills anywhere in the world. Our expertise in Contemporary Issues in Interior Architecture- Fall 2014 3 relocation and assignment management ensures that our clients’ mobility programs advance their business and workforce strategies. They deliver sustained customer value through unique service and engagement initiatives, including: – Trusted Partner – Next Practices – Fans – Balanced Scorecard Here again we as designers can be creative about those mentioned above. Even by being faster, easier and more cost effective. By faster that can be as helping deploy critical talent at the speed of business by motivating them through Just by one look but by a great look. Because opportunity won’t wait. By easier that can be as to Just open communication, transparency, mutual trust and boundless innovation. And by ore-cost effective that can be vast global resources and in-house expertise to control our clients’ program costs which we can be ahead of it by being innovative or creative in these fields to somehow more economic but more fashionable. Also there is other term as labor mobility, which Labor mobility or worker mobility is the geographical and occupational movement of workers. Worker mobility is best gauged by the lack of impediments to such mobility. Impediments to mobility are easily divided into two distinct classes with one being personal and the other being systemic. Personal impediments include physical location, and physical and mental ability. The systemic impediments include educational opportunities as well as various laws and political contrivances and even barriers and hurdles arising from historical happenstance. Increasing and maintaining a high level of labor mobility allows a more efficient allocation of resources. Labor mobility has proven to be a forceful driver of innovations. There I also another International Labor Mobility. Which International labor mobility is the movement of workers between countries. It is an example of an international factor movement. The movement of laborers is based on a difference in resources between countries. According to economists, Over time the migration of labor should have an equalizing effect on wages, with workers in the same industries garnering the same wage. How to cite Contemporary issues on mobility and work spaces, Papers

Get Free Sample Solution on The Poem My Shoes

Question: Provide a close reading of the bellow poem.By close reading, I ask that you demonstrate your critical reading and writing skills, meaning please consider:Speaker: who does the speaker seem to be? Is the speaker an "I" or a "we" for example? How does this close or distant relation to the speaker influence our connection to the poem. Does the information seem objective, or subjective?Voice / Tone: Does the speaker feel legitimate, honest, level-headed? Compared to, say, feverish, angry, nervous? Is the speaker reliable? Because of the mood of the voice, we may be able to say something about the mood of the poem. Is the voice loud or soft? Does this effect the mood of the poem? What is the mood? Subject Matter: It's not always clear in some poems, but can you say what the poem is about? Or what is the poem suggesting? A sense of place and or setting sometimes helps us ground this.Audience: Is the speaker in the poem aiming their words at a specific audience? For example, we might say in Jericho Brown's summertime the speaker, Janis Joplin, may be aiming her rant at middle class America and all their narrow expectations, or aiming her rant at those in Port Aurthor. Structure: Where does the poem begin, emotionally, logically, politically, ethically, etc.,? Can you offer an interpretation as to what brings the poem into utterance? For example, we might be able to say "Facing it" comes in to utterance because the poet is standing in front of the Vietnam Veteran's Wall, and the poem is in response to that. Then consider how the poem moves - do new points get made? What is realized? (this can relate to the methods idea we pursued in Walser's micro scripts), and finally, consider where the poem ends in comparison to where it began. Has anything changed, or been realized? Or do we stay in the same emotional, logical place? Consider the order in which you want to talk about these things. And again, it is not necessary to talk about everything i've mentioned if the poem do es not make itself available to all these things. Do not hesitate to discuss how these different elements influence each other, too. My ShoesShoes, secret face of my inner life:Two gaping toothless mouths,Two partly decomposed animal skinsSmelling of mice nests.My brother and sister who died at birthContinuing their existence in you,Guiding my lifeToward their incomprehensible innocence.What use are books to meWhen in you it is possible to readThe Gospel of my life on earthAnd still beyond, of things to come? Answer: In the poem my shoes by Charles simic, he records a dynamic relation between the individual and the environment by a way of mutual dialogue a disoriented speaker and between a topical symbols which is relating to the experience of the poet during world war two. Speaker: In the above context the speaker is referred to as the poet that is Charles Simic himself. The information that we get from the poem is subjective in nature. The poet lauds his affinity by illustrating a close bond between his shoes and himself. By forgoing the concepts of traditional religion like the strange church building/ with as the altar the speaker is emphasizing that he is learning by experiencing rather than trusting the books of peoples conjectures. The gospel life on earth is the only certain thing that the speaker knows and thus becomes the only true likeness (Simic, 2007). Voice/ tone: the speaker here feels level headed. The speaker here is to some extent angry as the speaker has lost his closed ones in the world war two. He has made a courageous statement that from his lost parts he will be able to build a cosmic structure which will be divine in the strange church with the old shoes as the altar. subject matter: in the poem my shoes the speaker is not sure about the world he call in mind by making lines in a white colored page which indicates absence as the environment of the speaker. He breathes in air and breathes out air which shows inspiration and rejuvenation. The poet is transforming the dead or the expired air into signs which are meaning bearing. He said that the poem is concerned with the breaking of the silence (Simic, Hulse, 2002). It is a procedure to go to the border of language and divine silence. The miracle of a single word which comes out when there is inability to speak. The poem says that by disturbing the silence, a relationship to an object and a self which is in the process of forming will be revealed. Simic is recalling such a type of world which has fallen out of view. Audience: in the above poem the targeted audience is the people who were the resident off the war torn that was held in the 21st century, the people who have faced the world war two or any other war (Luxford, 2007).The post modern workshop participants are also the audience. Structure: the poem begins with saying that the psyche is made up of components two of which is collective unconscious and personal unconscious. The later is determined the past. Under the layer of personal conscious is the layer that is present in every species that is termed as the collective unconscious (Kennedy, Gioia, 2013). the poem is starting with relating both the personal conscious and the collective unconscious. The two gaps toothless mouths, shoes and the animal skin are referred to as collective unconscious. He ends with that collective unconscious can be found in anything from ox to the saints. And he is truly formed of the collective unconscious. Reference Kennedy, X., Gioia, D. (2013).Literature. Boston: Pearson. Luxford, D. (2007).McSweeney's book of poets picking poets. San Francisco: McSweeneys Books. Simic, C., Hulse, M. (2002).Charles Simic in conversation with Michael Hulse. London: Between the Lines. Simic, C. (2007). Sixty poems. Orlando, Fla.: Harcourt.

Francis Scott Fitzgerald

African American vs. Caucasian Americans essays

African American vs. Caucasian Americans essays At first glance some people might consider this paper to be on the racial side, however it was all written by observations made. There are many differences between African Americans and Caucasians, some people don't see the differences because of ignorance . You must read the paper with an open mind and take none of this to heart. African American and Caucasians function differently in public surroundings. When you see a young African American you usually see them in groups of four of more. However, when one of them gets into a disagreement five to ten more show up in their defense. They are a very close knit group of individuals. I have also noticed that when you see a young African American walking around they are usually singing, talking very loud or running around. Also when they are in groups they are very loud and take over the area that they occupy. On the other hand when you see Caucasians they are rarely in groups of three or more. To top it off when someone in one of their groups gets in trouble the rest of the group is nowhere to be found. Most times when you see young Caucasian people in a group they are for the most part within a normal speaking level. These two groups tend to act differently in the public due to their cultural differences. There are a number of differences between the churches of African Americans and Caucasians. At most typical African American churches there are no true sermons. The African American churches tend to do more entertaining rather than teaching. They also do a great deal of singing and dancing involved in there praising of God. They emphasize fellowship in their churches especially after church when they all gather and close the celebration with a meal together. However at a typical Caucasian church there are a few differences. To start it off when you first walk in you get a program detailing what will be happening through the service. The...

The Rocking Horse Winner Essay Example | Topics and Well Written Essays - 1000 words

The Rocking Horse Winner - Essay Example The author has presented the theme of materialism and the negativities associated with the obsession for the attainment of materialistic satisfaction and how it leaves a negative impact on the life of an individual. The Rocking Horse is the story of a family which is living is discontentment despite of the fact that they are financially sound and have enough resources for the running of their family. Hester is particularly the character who is the most obsessed with money and her dissatisfaction and want for more money affects the entire family. The author has tried to explain how materialism fails to fulfill the emotional needs of the human beings and love and emotions are of great importance for a family. Lawrence explains this point by narrating the way in which the family lives and how their needs are not fulfilled despite of the increased money that comes home. He begins by explaining that Hester was a good looking woman who had beautiful children. He explained, â€Å"They live d in a pleasant house, with a garden, and they had discreet servants, and felt themselves superior to anyone in the neighborhood.† With these words, the author tries to express the fact that they had all the necessities which are needed for leading a healthy and happy life but the family was not leading a content life. Lawrence has then tried to explain the dissatisfaction that existed in the house and he has expressed the lack of love and emotions in the family. He has explained the basis for this discontentment which was mainly due to the greed on the part of the mother who wanted more money for the house. The children were not loved by her and she was also aware of this that she could not truly become attached to her children for some reason. There was always an aura of anxiousness in the house which was felt by all the family members in the form of whispers. All the members could hear the house whispering the lines, â€Å"There must be more money! There must be more money!† (Lawrence) These whispers best explain the main theme of the story that there was such an extreme desire for wealth in the house that the people living in the house could always feel this need around them in the form of whispers. This lack of love greatly disturbed Hester’s son who always wanted to be loved by her mother. He wanted to gain her attention which can clearly be seen when he converses with her about luck and tries to explain to her that he is lucky. Hester is blinded by her materialistic wants and she does not pay much heed to the innocent talks of the young boy. The young boy needs affection and care from his mother and this drives him to opt for betting on horse races at such an early age. Not only this, he discovers that if he rides a rocking horse, it assists him in knowing the winner of the race. He keeps on riding this horse frantically without caring about his health for the happiness and fulfillment of his mother’s worldly needs and in doing so he loses his life. The story further stresses upon the shortcomings of materialism and presenting that it not the most ideal way of living life by explaining the gloominess which still persists despite of money flowing into the house. This is narrated by the author when he explains how the mother is not happy to receive t housand pounds as her gift but she rather demands that she should

Holy Mosque of Mecca Essay Example | Topics and Well Written Essays - 3000 words

Holy Mosque of Mecca - Essay Example It is covered with silk. Pilgrims must, as their first duty, walk or run around the Ka’ba seven times murmuring prayers. It can be seen in the courtyard a particular well in which pious Mohammed is said to have dipped linen that is later made into shrouds. The hill of Arafat is hold with greatest reverence by pilgrims. It lies about thirteen miles east of Mecca. All those who make the pilgrimage to the Holy City go to Arafat. They travel on foot, donkeys, horses, and camels. Some caravans have two kinds of camels: one is for carrying baggage and other provisions, while the other bears the name â€Å"shugdufs† and is decorated with tents of carpets and curtains which protect the riders from the sun. Millions of Moslems flock to Mecca, just like centuries ago, beginning the month of December. During the Haj, streets are crowded as people continually come in filling the Haram mosque like a balloon growing larger up to its bursting point. With the growing number of followers and the increasing architectural and engineering possibilities, The Great Mosque of al-Haram is still on the path of restructuring and redesigning until today without losing its commodity, firmness, and delight – the elements of architecture. However, although great Moslem populations are open to constructions and renovations, the believers strictly adhere to their belief and strong Islamic culture and the 21st century architecture and methods of construction being implemented on the Great Mosque of al-Haram clearly threatens Islamic culture and belief. Architecture is known by many not only as a course in tertiary education and a profession that brings a promising career but an art of building. As Sir Henry Wotton said in The Elements of Architecture, published posthumously in 1651, it must possess â€Å"commodity, firmness, and delight;† in

Appropriation of Brand Extension

Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is Appropriation of Brand Extension Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is