Brand Space

In: Business and Management

Submitted By ghoro7
Words 1557
Pages 7
The Concept of Brand Space

Introduction Brand management faces an inconsistent challenge for executives who must wrestle a course between constancy and change; fostering the brand as it develops over time, and maintaining its up-date and carrying on its relevance, but safeguarding its core connotations. If branding is regarded as sharing significance of the intangible benefit of the company, brand managers therefore must select development opportunities to improve brand equity whereas expanding its meanings while preserving its ‘semiotic, cultural, and representative value’. Brand extensions answer this duty. Success of brand extensions was broadly attributed to the authenticity between the parent brand and the extension, authenticity that should maintain brand sets and mode, respect its heritage, save its spirit, and avoid brand misuse (Spiggle et al, 2012). In addition, because business environment is in perpetual change and converted into more global, local and even regional brands should face same evolution, thereof, the approach in managing brands should be more holistic, and the future of brands management should move toward a multidimensional view (Uggla, 2013). The failure in brands extension, the global environmental change, and the increasing markets competition and transformation were the main reasons that drive Berthon, Holbrocok, and Hulbert (2003) to expose some major mistakes committed by companies in managing their brands, and to develop a framework that shift brand managers from customer-centric outlook to a more holistic perception; the brand space, which could be valuable in approaching the contemporary trend of branding.
Managers brand mistakes One of the major mistake committed by brands managers and considered as harmful attitude is brands extensions approach. Berthon, Holbrocok, and Hulbert (2003, p.49) believe that…...

Similar Documents


...Build  credibility by building trust Company brands, like individual  personalities, are based on behaviors and characteristics. The stronger the  characteristics, the stronger the business brand image. Over time, these  company personality traits become anticipated, expected and relied upon,  forming an inherent “promise” between a business and its clients. Volvo built a  reputation on safety. Rolex on prestige. Walmart on low prices. Companies have  personalities just like people. The more defined the character, the more  memorable the brand. Geico’s little guy coveys their affordability message “in  15 minutes or less.” With social media on the rise,  and increased transparency on the web, brands can no longer hide out,  manipulate or dictate the message. Actions speak louder than tweets. This requires a new level of authenticity and commitment to a company’s core  values. What is your brand promise?  Do you know it? More importantly, do your customers know it? Most companies, (especially start ups and entrepreneurs,) in  an attempt to simply get by and “make it,” lose focus and promise too many  things to too many people. It’s a we-can-do-it-all mentality that fears than  any “no” will lead to a loss of business -- when in fact, it’s just the  opposite. Saying no to incongruent clients and projects creates time and  opportunity to say yes to the right ones. Common tag lines such as “No job  is too big or small,”  communicate  little to nothing about your benefits...

Words: 1307 - Pages: 6


...Space is the final frontier 1. space: -outer space = region beyond earth 2. final: -last, ultimate, no more frontier beyond this 3. frontier: -an outer limit, especially one in which the opportunities for research and development have not been exploited 4. History of space exploration: simple overview of western countries – includes China’s endeavors – 5. Can space be considered an unexplored region if… a. man has been observing the sky since before recorded history? b. man has been thinking of exploring it since the 17th century?啟動螢幕閱讀器 共用設定 • yuanshangkwong c. the first man-made vehicle flew 100 km outside earth in 1942? d. the first human space flight in 1961? e. the Voyager I and II space craft were launched? f. man put a space station into orbit? g. even ordinary people like singer Sarah Brightman can pay to fly into space? h. we can be buried in space? 6. Consider: -What do we know about space? -What don’t we know about it? -Is it our next or our final frontier? -Is Antarctica the final frontier? Are the oceans our final frontier? Is the earth’s core our final frontier? Is time our final frontier? Is death our final frontier? I don’t think the opposition needs to say what is the final frontier, only that space isn’t. Negative side arguments 1st speaker 1) Definition on final, frontier, tangible or intangible......

Words: 1482 - Pages: 6


...HOW America feel about Space Exploration Research Methods SS3150 May 08, 2013 How America feel about Space Exploration The space exploration has been a huge program for research and human knowledge. It has brought so many concerns, questions and suggestions which has engaged and, affected American’s in their everyday lives. Some of the research questions that I came up with which are appropriate for qualitative research are for example first, how does the earth interact with the neighboring planets? Second, how does space exploration help in securing our planet? And the third question is how does the exploration improve our lives economically? The explanation as to why these three questions are appropriate for qualitative research is that for one, the question of how does the earth interact with the neighboring planets, is a question which does not require any thought of numbers when answering because, one can simply answer that the earth interacts with the neighboring planets by how they all get the light from the sun. The target population on this question can be young or old and questionnaires would be the best sample to the participants for this research. The second question on how does space exploration help in securing our planet is also appropriate for qualitative research and, it shows or it can bring suggestions for example, that the technology used in space exploration is very highly advanced and that people feel safe because it sends signals of anything......

Words: 541 - Pages: 3

Public Spaces

...Public Places, Private Spaces In Robyne S. Turner’s article “The Politics of Design and Development in the Postmodern Downtown”, the politics of urban planning of downtown locations in our modern cities is discussed. The tendency for the shift of the development of downtown areas towards an increasingly privatized space is unfavorable in many regards. It has caused this space to become a less democratic environment because of the lack of community involvement in urban planning. The focus of the privatized commercial industries is to maximize revenue through the building of luxurious hotels, expensive housing, corporate brand-name stores, clubs, bars, theaters, sports arenas, and other facilities that will attract consumers. The commercial industries and urban developers involved in the process of creating a commercialized downtown area intend to attract a large number of tourists and make them feel safe and secure in this fun, entertaining, and lively environment. However, the target audience is primarily tourists and wealthy individuals with a significant disposable income through “increasing their overall quality of life”. Often times, the public vision for maximizing the downtown space conflicts with that of the commercial developers because many people do not have the financial means to contribute to their goal of maximizing the city’s revenue. Therefore, their presence is discouraged. We are essentially fostering a focus on economic consumption instead of production,......

Words: 390 - Pages: 2

Ikea - When Brand Meets Space: a Study of Customers' Perception Onto Ikea's Spatial Configuration as a Branding Blueprint

...objectives of this study in order to comprehend the matter in more depth as well as a succinct overview of the following chapters. 1.2 – BACKGROUND OF STUDY Human civilization is dependent upon signs and systems of signs, and the human sign is inseparable from the functioning-if indeed mentality is not to be identified with such functioning (Morris, 1938). A brand instead, is a promise of satisfaction. It is a sign as well nevertheless, a metaphor operating as an unwritten contract between a manufacturer and a consumer, a seller and a buyer, a performer and an audience, an environment and those who inhabit it, and event and those who experience it (Healey, 2008). Even so, too often companies think of the brand experience in silos: as an identity, logo, website, advertisement, and so on. To be successful, a brand had to be experienced whole – emotionally and tangibly – telling a consistent and engaging story at every tower point along the way (Astorino, 2011). A successful brand positively and clearly distinguishes a company’s products and services from those of its competitors. Statistics confirm that higher quality brands gain greater market share and profitability than their inferior competition (MacDonald, 2012). As the economy of late capitalism shifted from production to consumption, the economic expectation that were placed on architecture changed with it. Since the emphasis on architecture as a means of increasing production efficiency declined, increasing pressure was......

Words: 9284 - Pages: 38


...The world’s leading luxury goods group A unique portfolio of over 60 prestigious brands An international retail network of 3,384 stores Total 2013 revenue: 29.1 billion € Key strengths Only group present in all luxury sectors Good geographic balance of revenue Strength of star brands Solid financial structure Quality and creativity of teams A growing and profitable company In millions of euros Revenue(organic growth %) Profit from recurring operations 28,103 (+9%) 23,659 (+14%) 20,320 (+13%) 17,053 (-4%) 2013 Revenue by business group Selective retailing and other activities 14% 29% 2013 Revenue by region Others France 11% 29,149 (+8%) Wines & Spirits 10% Rest of Asia 10% 34% 13% Fashion & Leather Goods 6,021 30% 19% Rest of Europe 3,352 4,321 5,263 5,921 Watches & Jewelry 7% Japan 23% United States 2009 2010 2011 2012 2013 Perfumes & Cosmetics Store network at December 31, 2013 2013 Profit from recurring operations € million % of revenue Net financial debt and free cash flow In millions of euros 5,338 4,660 4,261 2,994 2,205 3,073 2,678 2,177 2,474 2,958 Wines & Spirits France Rest of Europe US Japan Rest of Asia Other markets 443 926 669 370 749 227 Fashion & Leather Goods Perfumes & Cosmetics Watches & Jewelry Selective retailing Other activities and eliminations 1,370 3,140 414 375 901 (179) 33% 32% 11% 13% 10% na 20% Dec 31, 2009 20% 15% Dec 31, 2010 Dec 31,......

Words: 565 - Pages: 3

Women and Space

...Torres English 1A Professor Miller May 10, 2014 Her Righteous Stuff Space exploration has come a long way since that night of October 4, 1957, when Sputnik 1 was launched by the Soviet Union, eventually starting the Space Race. In Tom Wolfe’s book, The Right Stuff, he dives into the lives and perspectives of the male pilots/astronauts who accomplished one of the greatest feats of American and world history. But what about the women? In its early years, much like everything involving people in its early years, the space program was extremely male-dominant. However, in 1959 – according to an article from the Advances in Physiology Education – General Donald Flickinger and Dr. W. Randolph Lovelace II had suggested (from an engineering standpoint) it would have been “more practical” to try to send women into space because of their lower body weight and oxygen requirements. However, this suggestion was rejected by the Air Force. At least there was some sort of consideration of women involvement to play a crucial, early role in one of the most important times in American history. Despite the early times and setbacks for women, they continued to push through. Women have played a crucial role in the space program, from overcoming discrimination to make significant contributions in all aspects of space exploration, including mathematics and orbital flight. Women have made significant contributions to space flight, and one particular woman, Katherine G. Johnson, had had a huge......

Words: 2207 - Pages: 9


...Night time in space It is very easy to get busy up here and forget to “stop and smell the roses” as it were. (I think that is probably true for all of us everywhere!) So after dinner and before bedtime tonight I finally stopped and took a moment to watch the world go by during a night pass. It seems like it has been a while since I have done this. There are always excuses…other things that have to get done, e-mails to write, feet to warm up, too tired, there is always another day...blah, blah, blah. But I put my foot down, figuratively speaking, and took the time. We were passing up through the Atlantic going north across Africa and Europe and arcing down through Asia to come out east of Australia and New Zealand into the Pacific. I do not know exactly where we were but it was already night when I positioned myself at the docking compartment window. I think it was the one facing more starboard. I always get myself mixed up when I go into that module; I can never easily find the hatch again. It is completely night. There are thunderstorms across Africa and lightning is everywhere; bright flashes are going cloud to cloud illuminating the clouds as it arcs from one to the other. It is a private fireworks show. The storm is large and very spread out and at any moment you see 4 or 5 flashes occurring at one time, each one only lasting a moment. The colors range from something orange-ish to blue-white. Some are more like balls of light while others have that......

Words: 2391 - Pages: 10


......................................- 10 2.2 Brands .................................................................................................................- 10 2.3 Brand Advertising...............................................................................................- 13 2.4 Brand Equity .......................................................................................................- 14 2.5 Emotions .............................................................................................................- 16 2.6 Neuroscience and Advertising ............................................................................- 16 2.7 Emotion and Reason ...........................................................................................- 17 2.9 In Search of the Philosopher’s Stone ..................................................................- 19 2.10 Emotional Branding: Fuel for Success .............................................................- 20 2.11 Mass Appeal vs. Personalization ......................................................................- 21 2.12 Design and Contents of an Emotional Appeal..................................................- 22 2.13 Informational vs. Emotional Learning..............................................................- 23 2.14 Cross-Cultural Emotional Appeal.....................................................................- 25 2.15 The case of Green Brands ..............................................

Words: 21075 - Pages: 85


...I. Introduction: The purpose of this paper is an overview about the current space tourism industry with advanced developments of space vehicles. Until now, seven tourists have ridden Soyuz spacecraft, a Russian spacecraft, to the International Space Station. Capturing the potential demand of space tourism, many private companies began to introduce their new and well-designed spacecraft promising to enable tourist to travel to space. From now to the next couple of years, we are expected to see many launches including testing and commercial flights into suborbital and low Earth orbit. There are also some private companies, who were awarded by NASA for their space programs to carry astronauts to the space station. II. Virgin Galactic – Scaled Composites (Suborbital): Virgin Galactic – Scaled Composites founded by Burt Rutan designed a unique type of spacecraft. Using a mothership aircraft, the space plane will be carried to midair and then be released to launch toward the edge of the atmosphere. Using carbon composite construction, the company has introduced two version of the space plane: SpaceShipOne and SpaceShipTwo along with two model of the mothership aircraft: WhiteKnightOne and WhiteKnightTwo. (Ref 1,3) A. Spaceship: a. SpaceshipOne – WhiteKnightOne: Scaled Composites first launched the SpaceShipOne to the suborbital in 2004 while the first of WhiteKnightOne was in 2002. Overall, the WhiteKnightOne’s features are carriage and launch of payloads up to 7...

Words: 4161 - Pages: 17

Places and Spaces

...Shangri-La itself is a modern one, told by the English novelist James Hilton in his novel Lost Horizon(1933). To start my paper we should use page 380 from the book retail stores as brands: performance, theatre and space spatial settings and the aesthetic structuring of a range of expressive artefacts are increasingly pervasive components of the construction and communication of brands AS per the consumer culture theory, service scape studies generally include environmental dimensions such as ambient conditions (noise, music and aromas) and space (design, layout and furnishing) as well as signs and symbols (style and personal artefacts) . If brands represent symphonies of meaning, managers must be viewed as orchestrators and conductors as well as composers, whose role is not only to coordinate and synchronise but also to create space and spatial arrangement(s) in retail shops as used to construct and to communicate a brand theatrical experience: This perspective allows us to understand how a theatre removes consumers from everyday life and isolates them in a constructed environment in order to create a unique and aesthetic experience to be used for first page for work introduction: In this way, initial observations have been made concerning location, atmosphere, in-store design, retail space, clothing, uniforms and customers. . Furthermore, desk research was carried out to understand the history, development and vision of the fashion house. We analysed the Oger......

Words: 934 - Pages: 4


...advantageous alignment of a planet and its parent star in the system HD 189733, which is 63 light-years from Earth, enabled NASA’s Chandra X-ray Observatory and the European Space Agency’s XMM Newton Observatory to observe a dip in X-ray intensity as the planet transited the star. "Thousands of planet candidates have been seen to transit in only optical light," said Katja Poppenhaeger of Harvard-Smithsonian Center for Astrophysics (CfA) in Cambridge, Mass., who led a new study to be published in the Aug. 10 edition of The Astrophysical Journal. "Finally being able to study one in X-rays is important because it reveals new information about the properties of an exoplanet." The team used Chandra to observe six transits and data from XMM Newton observations of one. The planet, known as HD 189733b, is a hot Jupiter, meaning it is similar in size to Jupiter in our solar system but in very close orbit around its star. HD 189733b is more than 30 times closer to its star than Earth is to the sun. It orbits the star once every 2.2 days. HD 189733b is the closest hot Jupiter to Earth, which makes it a prime target for astronomers who want to learn more about this type of exoplanet and the atmosphere around it. They have used NASA's Kepler space telescope to study it at optical wavelengths, and NASA's Hubble Space Telescope to confirm it is blue in color as a result of the preferential scattering of blue light by silicate particles in its atmosphere. The study with......

Words: 627 - Pages: 3

Space were, the real world is no episode of Star Trek or Doctor Who. The initial exploration of space was met with extreme enthusiasm, but since then, the positive look on space travel has become almost non-existent, and for good reasons. To be blunt, the costs are outweighing the benefits. We have hoped for discovering Earth-like planets and other inhabitants in our universe, but these hopes have been squashed considering how large the universe is, and how impossible the possibility of reaping the benefits from the large task is. Earth is our home now, and we must deal with its problems first before we deal with any other planets. Earth’s issues must be tackled first, for the sake of our planet and everyone, man or animal, on it. Money is always an issue, no matter what. When looking at the “Pennies of Each Federal Spending Dollar” chart, space travel is so low in the national budget that it is included in the “all others” section, which only makes up 6% of the budget. Even when we went to the moon, there was no monetary return, so space travel is a waste of resources. We need all the extra money it can gather to protect our planet. Russell Roberts, a space enthusiast from the National Public Radio, said to “Leave the money here on Earth.” Like many others, he sees no point in using taxpayer dollars for useless, hopeless expeditions. Even though the freedom of traveling through space is promising, “we would do well to remember that we do not have a very good track record in......

Words: 649 - Pages: 3


...According to an Edelman report on Gen Y-ers, Gen Y-ers see brands as a form of self expression. The more a brand aligns with a persons lifestyle, the more likely it is that he/she will personally identify with the brand. On social networking sites, Gen Y-ers use brands as a “personal identifier” second only to religion and ethnicity. This trend is global. In a very telling sentence, one Russian Gen Y-er states, “Some brands help me to create my image.” So, I predict that brand tattoos are gaining popularity because more and more people are seeing brands as extension of themselves. People identify brands they feel reflect their personality, and get brand tattoos as a primary form of self expression. paid this woman for the real estate space on her forehead. This is a permanent tattoo, no joke, she sold it in 2005 for $10K. Just goes to show you, if you need money or need the advertising there is always someone out there. ________________________________________ But is it impossible to save a brand if the personality is sinking? In some cases a tarnished and even violent past hasn’t impacted the brand at all – it may even add to the mystique. A slew of hip hop artists from 50 Cent to Eve have or are turning their urban images into lifestyle brands. P. Diddy (a.k.a., Sean Combs), saw his five-year-old Sean John fashion label bring in $400 million in retail sales in 2003. A women's collection and fragrance are also planned. At Federated, one of the......

Words: 1008 - Pages: 5


...for a month and a half after Diwali, following the controversy. Consumers seemed to ignore their chocolate cravings. As a brand under fire, in October itself, Cadbury's launched project 'Vishwas' - a education initiative covering 190,000 retailers in key states. But what the company did in January 2004 is what really helped de-worm the brand. By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury's revamped the packaging of Dairy Milk. The metallic poly-flow was costlier by 10-15 per cent, but Cadbury didn't hike the pack price. Bharat Puri, managing director, Cadbury's India says, "While we're talking about a few bars of the 30 million we sell every month - we believe that to be a responsible company, consumers need to have complete faith in products. So even if it calls for substantial investment and change, one must not let the consumers confidences erode." Simultaneously, Cadbury's roped in brand ambassador Amitabh Bachchan to do some heavy duty endorsement putting his personal equity on the line for the brand. The company upped ad spends for the Jan-March quarter by over 15 per cent. The recovery began in May 2004, and by June, Cadbury's claimed that consumer confidence was back. These experts believe that the reason for Cadbury's success was that it took crisis head-on. And the consumers were more forgiving, because the brand enjoyed an emotional equity in India. Cadbury Recall after Health Fears More than a million Cadbury chocolate......

Words: 3479 - Pages: 14

Tengen Toppa Gurren Lagann | Les Indestructibles 2 FRENCH DVDSCR 2018 | 蚁人2:黄蜂女现身.2018.HDTC.1080P.X264.AAC.CHS.mp4