Narrow Results

This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap and Dettol liquid hand wash became phenomenal successes, but most others failed to perform. The case deals with the questions of why some extensions achieve great success while others fail miserably.

Innovative firms are threatened by price-based generic competition, particularly following patent expiration. To combat the so-called “patent cliff” that occurs at patent expiry, some firms are turning to a strategic approach known as value transference. This integrative intellectual property strategy involves transferring the value of a limited life right, such as from a patented invention, to other forms of intellectual property rights, like trademarks. If utilized appropriately, these trademarks can preserve this value indefinitely. The theoretical considerations in my study suggest that an integrated intellectual property rights strategy can enhance financial performance following generic entry. With this paper, I derive propositions to model this effect of strategic intellectual property rights integration. Further, my model extends the analysis of value transference to successor products. It indicates that expanding intellectual property integration strategies beyond its original boundaries to successor offerings amplifies this positive effect. Further, time is identified as imperative for successful intellectual property integration.

Pure plays use the Internet as a market entry strategy, and brick and clicks use the Internet as an alternate channel of distribution. Theoretical frameworks from entrepreneurship, marketing, and electronic commerce are used to explore performance differences between these business models. This study uses a geographically diverse sample of 240 small enterprises engaged in Internet-based consumer marketing. Results suggest brick and clicks enjoy performance advantages over pure plays in international revenue growth. Higher Internet promotional expenditures positively impact revenue growth. Firms using the Internet for sales transactions experience negative profit expectations and revenue growth. Firms using the Internet for product distribution experience significant international sales growth. Product depth influences profit expectations and domestic revenue growth. These results should provide a basis for building theory relative to performance implications of Internet-based commerce for small enterprises.

Competitions among enterprises are actually competitions among brands, and competitions among brands depend on the level of brand equity. Brand equity is vital for companies to strengthen their competitive position. Most previous studies revealed that two sets of the brand equity measure which was brand satisfaction and brand loyalty grouped into the same loyalty dimension. However, this study separates these two sets of measures into customer satisfaction and customer loyalty and examines the mediating effects of customer loyalty between brand knowledge, customer satisfaction, and customer-based brand equity. This study aims to investigate the effect of brand awareness, brand association, perceived quality, and customer satisfaction on customer-based brand equity in China mobile phone industry, through customer loyalty, which provides the basis for brand strategic decision-making. Based on the data collected through top five and other mobile phone brands in China, the empirical tests used a structural equation modeling via partial least squares approach to prove the hypotheses. The results show that customer loyalty has a significant mediating effect on relationships between brand associations with brand awareness, perceived quality, and customer satisfaction on brand equity.

Branding plays an important role in contemporary marketing and branding strategies, as the key role in the marketing mix, are viewed as a powerful tool to obtain sustainable competitive advantages. This study explores strategic brand management activities of firms on domestic and foreign products and to compare brand equities in the Turkish market and a conceptual framework in which marketing elements are related to the dimensions of brand equity. These dimensions are then related to brand equity. The research results indicate that different marketing mix elements and brand equity dimensions affect the creation of brand equity with different levels of intensity. This study is the first time in Turkish market, which the domestic and foreign firms of the white good sector studied in a comparison way to figure out how the firms create brand equity by their brand policies and how the consumers perceive it.

After studying this chapter, you will be able to do the following:

• Understand the importance of using social media to develop a sport brand, for a team as well as an individual athlete.
• Evaluate the various ways organizations, teams, and athletes use social media to enhance their brand and create brand equity.
• Recognize the role of brand associations and brand personality in social media strategies.
• Discuss the strategies of using social media to aid in rebranding of a sport organization.
• Identify strategies that may work best for particular organizations in brand management.