A cross-category and cross-country analysis of umbrella branding for national and store brands tülin erdem & sue ryung chang keywords brand choicestore brandsumbrella branding analysis takes into account the strategic interactions. In this article, the author studies the processes by which consumers' quality perceptions of a brand in a product category are affected by their experience with the same brand in a different category. Umbrella branding, our paper contributes to the literature on the design of marketing practice and its allocative consequences (see wernerfelt, 1994) for an informal discussion. Home » henkel group: umbrella branding and globalization decisions henkel group: umbrella branding and globalization decisions hbs case analysis this entry was posted in harvard case study analysis solutions on by case solutions. Umbrella branding only works when the company has a line of very similar products• the master brand has to be acknowledged on products because it commands trust, respect & loyalty 8.
3 preliminary results 31 analysis in the absence of umbrella branding in the absence of umbrella branding, consumers cannot correlate beliefs be- cause they do not know which products are produced by the same firm. Thus umbrella branding – a strategy of releasing new products into the market with the same existing brand name is being adopted to make a better position among competitors this research is aimed at measuring brand equity under umbrella branding. An empirical investigation of spillover effects of marketing mix strategy in umbrella branding, tulin ma, liye, kannan srinivasan, and baohong sun, 2010 “a link.
An empirical analysis of umbrella branding brands often are extended beyond their original cate-gories to reduce the cost and risk of entering a new product category (aaker 1991) research in marketing suggests that the success of the brand extension depends on the transfer of. Henkel group: umbrella branding and globalization decisions case solution,henkel group: umbrella branding and globalization decisions case analysis, henkel group: umbrella branding and globalization decisions case study solution, glue group henkel company is considering a major change in the international sale of two of its main products adhesives for households. When famous chinese actress sun li was attending the burberry fashion show in london, she coincidentally carried an umbrella brandishing the sap logo. A cross-category and cross-country analysis of umbrella branding for national and store brands tülin erdem & sue ryung chang on umbrella branding strategies for store brands we extend the previous work of erdem (1998) and erdem et al (2004) umbrella brands and did not take into account that of store brands, which are also umbrella.
Umbrella branding and the provision of quality 1 1 introduction umbrella branding is a standard business practice for products with experience good. An empirical analysis of umbrella branding an empirical analysis of umbrella branding uploaded by funniest house download with google download with facebook or download with email an empirical analysis of umbrella branding download an empirical analysis of umbrella branding uploaded by. Market potential analysis of henkel group: umbrella branding and globalization decisions market potential analysis comprises evaluating the overall market size of the related product that the firm is planning to launch this will involve defining – why the target market segment needs the product and how it will provide a solution to full.
An umbrella brand or a family brand is a brand which is used across a range of product categories i: e: a set of related but distinct products umbrella branding is very common across the fmcg sector an umbrella brand or a family brand is a brand which is used across a range of product categories i: e: a set of related but distinct products. A cross-category and cross-country analysis of umbrella branding for national and store brands article in journal of the academy of marketing science 40(1):86-101 january 2011 with 133 reads. Branding and marketing communications a group assignment for class discussion feel free to give rate and comments by great8leaders in types business/law, henkel, and umbrella branding at henkel.
Umbrella branding and reputation building - powerpoint ppt presentation the presentation will start after a short (15 second) video ad from one of our sponsors. We test for umbrella effects among private label products using a new type of data: crowdsourced data, or data contributed by users of an in-store shopping app for their own, and other users' benefit we model umbrella effects in our crowdsourced data using a random-parameter logit model with. Brands are a necessary condition for umbrella branding to function as a signal (erdem 1998), the learning effects alone tulin erdem is an associate professor, university of california, berke. First theoretical analysis of umbrella branding was by wernerfelt (1988) wernerfelt considers an adverse selection environment in which a ﬁrm with an old product uses its brand for a new product after the old product is sold in the ﬁrst period, con.