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Case study analysis of a predetermined international fashion organisation (topshop) - Essay Example

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Brand Extension is also regarded as Brand Stretching which is a common marketing strategy generally by the marketing company through substitution technique, the specific brand name is advertised in different category of the product. The concept of brand extension is generally adopted to enhance and leverage the brand equity i.e…
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Case study analysis of a predetermined international fashion organisation (topshop)
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Download file to see previous pages Considering another example of Polo, the title of the brand has been employed in wide variety of products including clothing and home furnishings such as bedding and towels, and variety of household products are made of linen, which offers the pleasure of comfort in wide range of products (Jean, 2004). The Brand Extension necessarily requires the provisions for the commonality of the features, which shall not be applicable in some of the cases, for instances the concept is irrelevant for brand offering clothing and food products. The product on which the concept of Brand Extension is applied shall of provisions for synchronization and adaptability. However the scheme of Brand Extension requires time and sufficient budget which is essential for the brand promotion, however it has the potential to minimize the financial risk only because the commonality of the brand is responsible for the enhancement of the perception of the consumer based upon core brand equity (Kai, 2005).
The development of the branding strategy requires thorough research and concrete knowledge about the reaction and requirements of the targeted customers. The development process initially requires the classification of the customers, not all the brands are meant for all classes of the public; therefore class identification is major step towards the development of strategy. The development phase requires the formulation of the core values i.e. honesty, integrity, excellent communication, and client satisfaction. The formulation of the brand value is significant because it represents 'the creed for the business and become the cornerstone for developing the brand's proposition' (Jean, 2004). The identification of the core values is significant during this phase, following by comprehensive and objective research based upon the 'the brand's strengths and weaknesses, the target audience, and the level of competition'. The development process requires vigorous understanding of the 'brand's industry, its history, the current market picture, and potential growth and direction' (Kai, 2005), however such features are not requisite in the case of Brand Extension.
The development of the brand strategy is practiced at the nascent stage of the brand launch, and such exercise shall be avoided mainly because of the time period it requires, however the brand extension shall be preferred solely because the credibility of the new product will rely upon the standing of the brand. For all already successful products of particular brand, the Brand Extension is guaranteed success, however for the Topshop which intend to offer launch new brand the development of brand strategy shall be good starter (Van, 2003).
Current marketing strategy
Body is to be regarded as the perfect and historic medium for the revelation of the sexual sprit, and body itself has been the right parameter for the evaluation for the evaluation of the human sexual behaviour and identity. Human body is the reflection of the sexual characteristics possessed by any of the body, and therefore the features attired with the human body including their mentality, approach, zeal, behaviour; in short it has been the sexual identity in terms of body which has been responsible for the proper and appropriate understanding of the human body. Such an observation does not have to be taken strictly, because as highlighted before the technological evolution has been responsi ...Download file to see next pagesRead More
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