TO WHAT EXTENT BRAND EXTENSIONS Could possibly Boost BRAND LOYALTY? APPLICATION TO LUXURY WOMEN'S WEAR AND ACCESSORIES Market: THE TOD'S CASE

I. Brand Extensions

Brand extensions increase the consumer perceived value of the brand. For successful brand extensions, consumers have to be able to perceive high fit between the extended product and the core brand. Other variables are involved in leveraging brand image in brand extensions as communication policy (Pina and Montaner 2009), brand type and cultural differences (Buil, De Chernatony and Hem 2009). In addition, Kapferer's model based on brand types demonstrates the importance for the brand to have a high brand meaning more adaptable and reliable into other categories.

Most brand extensions occur as line extensions, which use the existing brand names and products and extend them remaining in the existing product category.

A very interesting one which moves in brand extensions field is "Extending the brand: controllable drivers of feedback effects" by Montaner and Pina (2009). This paper seeks to analyse the influence of three variables: communication policy, brand breadth and extension-brand fit. The results show that brand extensions far from the current markets damage the brand associations, although the use of advertising focused on the new product can reduce this negative effect. The results suggest how to manage the launching of brand extensions in order to protect the extended brand image. moreover, Buil, de Chernatony and Hem with "Brand extension strategies: perceived fit, brand type, and culture influences" (2009) examined the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity. Brand extensions with high fit receive more favourable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. Results also reveal that parent brand equity dilution is higher when the brand used to launch the extension has high equity. Brand Loyalty

High brand loyalty could be identified in the case of high purchase frequency, high penetration rate, when the price is higher than average in the category, when it refers to a leader brand. Very interesting for my research is Kapferer's Brand Loyalty model, which introduces as dimension of brand loyalty the trial of brand extensions next to brand presence and single product repeated purchase.

"Customer satisfaction and loyalty: start with the product, culminate with the brand" written by Torres-Moraga, Vasquez-Parraga and Zamora-Gonzalez (2008) enhances that studies on customer satisfaction and loyalty have focused on brand rather than product. It is not that brand is not important, but the process of loving a brand starts with a product. The relationship satisfaction-loyalty is also present when evaluating product and brand combined, indicating that there is an intermediate position between product and brand. There are practical consequences of applying the typology and examining the findings, the relationship satisfaction-loyalty starts with the product, includes the product-brand, and culminates with the brand. This study introduces a typology underscoring the pursuit of satisfaction and development of loyalty in three conditions of product presence versus brand presence, that is, product alone, brand alone, and product and brand combined.

To what extent Brand Extensions might increase Brand Loyalty?

The TOD'S case

The trend is changing and it is no more the brand who validates the Consumer but the Consumer who validates the brand.

As a matter of fact, many leading luxury goods companies have been applying extension strategies such as new product lines, product categories, and brand names.

;Researches on non-luxury brands have shown that a major contribution of extensions is the enhancement of brand awareness. It means that brand extensions could damage the brand image of luxury brands, as these brands may be seen as widely available and accessible to the majority of people. For the actual Customers Brand Extensions for Luxury Brands improves Brand Awareness, however the Brand Loyalty could be damaged, since the brand lose his prestigious.

(1) the perceived fit between the parent brand and the extension; and

(2) the characteristics of the parent brand used for the extension.

Similarly, an extension with good fit may reinforce parent brand equity dimensions such as brand image (Zimmer and Bhat, 2004). When the firm launches a new product consistent with the parent brand, consumers perceive higher fit between the products associated to the brand and the extension. Likewise, high fit extensions may result in consumers buying more products of the brand (Swaminathan et al., 2001), facilitate parent brand categorisation (Morrin, 1999), and strengthen the awareness of the original brand through the brand extensions increasing the brand's visibility (Aaker, 1991).

Proposition: Brand extensions for Luxury Brands improves the Brand Loyalty if the perceived fit of the extended category is high.

Since Tod's is universally known at first for his core product, shoes, the author wanted to know if the respondents were usual to buy the pre-existing brand extensions of the Brand of our interest, such as bags and other accessories. Here multiple answers were possible, all of them related to the core value of Tod's and in general of Luxury Brand as: Easy chic style and design, Quality, Elegant and Classic mood, Comfort, Luxury Brand, "it is fashion".

Thanks to this observation, it was found out that ;luxury Customers are always waiting for new brand extensions from the Brand they like more and they are wondering about the reasons why these products are still not existing in "their" Brand's range of products. The respondents are usual to share their Brand purchase, within the range of offered products, dedicating a 61,5% to the core Tod's product that are shoes, but this product comes out from 96 answers out of 100 respondents, a very relevant value since this means that the oldest Tod's product is highly deep-rooted amongst Tod's client. The "fashion" status seems not to be relevant for the majority when purchasing Tod's products, but they take in consideration the fact to buy; a Luxury Brand. Anyway the respondents considered them fashion and attribute them a Luxe status mainly thanks to the Brand Tod's core values.

As already enhanced, rarely researches were conducted on brand extensions for Luxury Brand, this means that the field has already to be discovered with its several aspects.

Much research can be done in the areas of both brand extensions and brand loyalty for luxury brands, as research in this area has only scratched the surface so far. So that it would be possible to identify further factors that facilitate successful brand extensions and that improve brand loyalty.

Moving in this context, the research have shown the relevance of two variables in order to reinforce the link between brand extensions and brand loyalty: a high fit which always refers to the degree of proximity between parent brand and the extension that consumers perceive; and the importance for the Brand to have a strengthened and broad core that let the Brand evolve gradually in extended brand.

Aaker D.A. (1990), "Managing Brand equity, capitalizing ont the value of brand name", The ; Free Press, NY.

Aaker D.A., Keller K.L. (1990), "Consumer Evaluations of Brand Extensions", Journal of ; Marketing, Vol. 54, No. 1, pp. 27-41.

Buil I., De Chernatony L. and Hem L.E. (2009), "Brand extension strategies: perceived fit, brand ; type and cultural influences", European Journal of Marketing Vol. 43 No. 11/12, pp. 1300-1324.

Kapferer J.N. (1995), "Strategic brand Management", Kogan Page Ltd.

Kapferer J.N. (2004), "The new Strategic brand Management (creating ans sustaining brand equity long term)", Kogan Page Ltd.

Keller K.L. (2007), "Strategic Brand Management: Building, Measuring, and Managing Brand ; Equity", 3rd ed., Prentice-Hall, New York.

Luxury Institute (2009), "12 Rules for the 21st Century Luxury Enterprise", Luxury Institute, NY.

Luxury Institute (2009), "Wealth and Luxury Trends 2010 And Beyond", Luxury Institute, NY.;

Montander T. and Pina Jose M. (2009), "Extending the brand: controllable drivers of feedback effects", Journal of Product ; Brand Management Vol. 18 No. 6, pp. 394–403.

Park C. W., Milberg S. and Lawson R, (1991), "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency" Journal of Consumer Research, 18 (September), 185-193.

Shukla P. (2009), "Impact of contextual factors, brand loyalty and brand switching on purchase decisions", Journal of Consumer Marketing, Vol. 26/5, pp. 348–357.

Zimmer M. R., Bhat S. (2004), "The reciprocal effects of extension quality and fit on parent ; brand attitude", Journal of Product and Brand Management 13 (1), pp. 37-46.

Custom Gift Wrap – Promoting your Brand

When quality backed by a major name are desired, Corian counter tops could be the right solution.

* Choices: The reality is Corian counter tops come in more than 130 different choices.

* Appearance: Corian counter tops can take on a number of different looks.

* Single pour: Since Corian counter tops are made using synthetic materials, they can be made in solid sheets.

The downfalls of Corian counter tops do exist, but the truth is they are no worse than any other counter top design.

* Heat: Corian counter tops can be burned and scorched.

* Cutting: Corian counter tops can be damaged by cutting or scratching.

Corian Counter Tops Come With Brand Name Comforts

Gift wrap ribbons and bows will add the finishing touch to any gift. Custom Gift Wrap Design and PrintThere are printers who specialise in wrapping paper printing. Paper quality? Paper size? Paper finish? Quantity of sheets or rolls?7. Colours in design? Standard 1-4 colours, Pantones.8. Type of printing? There are three types of printing used to print wrapping paper. These are Flexography, Gravure and Litho printing.Printing wrapping paper rolls using Flexography. Rolls can be cut and supplied as gift wrap sheets.Printing wrapping paper rolls using Gravure printing. Gift wrapping paper is relatively thin, 60-90g, and not many printers like to put such thin paper through their litho printing presses. Typical minimum quantity is 1000 sheets per design.There are definite advantages to printing litho.

What brand of soy milk is the preferred?

Some of the styles from these top brands in the fashion world are exquisite, sportive and classy.

The Coach brand is known for making fine leather bags, crafted out of fine materials. Gucci's Babouska handbag offers fashion sense and sophistication in a functional bag.

The Introduction of Famous Brand of Handbags

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Tight Marketing Budgets Make Promotional Items A Best Brand Builder

Quickly find corporate branding companies to help with corporate branding, business naming, and company image. Hire one of these company naming services to help establish a new company image or company identity.

Get the word out about your product and brand it. This increases the perceived value because people believe brand name products are better quality. If you want to quickly brand your product, team up with an already branded business and use their name.

An even better strategy is to choose a distinctive brand name that is unrelated to your product or service. With a good brand image, your product or service becomes associated with quality and value. You control the message through marketing, advertising, customer service and all interaction between your company and the market.

Value-added products need a distinct identity -- they need a brand. Packaging tells consumers how to use your product and communicates its features and benefits.

Creating a new name for a new product in a category completely new to the company. If you fail to deliver the brand, (your product or company) could suffer irreparable damage.

Brand Your Products As Your Own

I can't to see what next Promotional Product I can personalize with a logo!" he continues.

How to Successfully Start a Clothing Line or Brand on a Budget

All things said and done, a brand name simply means that your name is associated with a good reputation -- in this case for a certain type of photography. For example, some brand names such as Nike are associated with high-quality sports goods, whereas other brand names such as Oakleys are associated with high-quality sunglasses.

On the whole, as a freelance photographer develops a name they tend to specialize.

All things said and done, it is of great importance that you start to build up a brand name as a great freelance photographer as soon as you can. If you are starting if for the sole purpose of making money I suggest another career choice. Not everyone does but some do and people are willing to trade right now if it will benefit them. Get your business online. If you have no friends than start preying on and recruiting people at your local coffee shop or watering hole. Surround yourself with ambitious positive people and watch your company flourish.

Ladies require this type of brand hermes

Are you seeking custom email marketing templates? The brand of the company must be in all email-marketing materials for maximum effect. Many companies experiment with their email templates to the detriment of their business. Email marketing is not always easy for those trying to grow their business. It combines elements of visual design, technical savvy and marketing copy. Why not get a template custom designed with your logo and colors already in place and integrated within the design. Many businesses need a few different templates for different marketing needs. Moreover, if a business can create a unique branding that customers remember, it can be priceless.

Many businesses attempt to create their own custom email marketing templates. As well the HTML code needs to be created with email delivery in mind.

Custom Email Marketing Templates - Getting Your Brand Noticed

One Hermes handbag for 6 years is more economical than 6 different handbags you own because it easily tears and wears.Birkin bags are dream fashion bags for a lot of women.

How Important is Packaging Design to Your Product's Success?

Packaging is the third largest industry in America valued at $110 billion per annum. It is estimated that there are 350 billion packages which comprise of the tiniest item in pharmaceuticals to supersacks utilised that are utilised to carry thousands of pounds of content and which can withstand rigorous transport.

Item Packaging Design

Give consideration to what product packaging style does to your product:

• Most importantly, packaging identifies your brand.
• Packaging communicates with the consumer and presents an image, displays the product and also delivers directions for its use.
• Packaging distinguishes your item from your competitor's in its style, color, and shape.
• Packaging is your product's promotional advertisement. It is the last factor the consumer sees about your item before making a selection to obtain it.

To see how vital product label design is, take the case of DermaQuest which produces a line of skincare products. Despite the fact that their merchandise are of high quality, their initial packaging was not impressive and did not say considerably about their item. Just after working with a team of skilled designers and branding houses their skincare items were given a totally new makeover. Allyson Rogers, director of education at DermaQuest mentioned, "It is created a substantial distinction. It is helped us get into new doors that we weren't in ahead of. This is a thing that appeals to doctors. It is clean, scientific and elegant-searching." The new appear resulted in doubling their sales.Normally packaging works out to 10% of the retail cost of a item. But this margin would go up or down contemplating the item you are selling. Cosmetic and electronic manufacturers may devote up to 40% or way more of the item price on packaging, as would gift items. An attractively packaged product makes all the distinction at the point of sale. The additional care and cost required to produce an attractive package are extra than covered by way of enhance in sales. Sanjay Sood, associate professor of marketing and advertising at UCLA's Anderson School of Management said, "Packaging may present customers with some sort of interest or incentive that can aid get prospects to try it, but for repeat buys, that's where the item will live or die on its own." There is a psychology to a consumer's choice of a product and it depends on item style and packaging.

Points to Think of in Item Label Style:

• Packaging will need to be functional. It really should protect your item against any kind of damage or deterioration.
• It should really also be able to withstand transport and shipping.
• It need to be environmentally friendly
• It need to be painless to open and the product straightforward to use.
• It should certainly be tamper proof.
• Packaging need to have consumer appeal, a distinctiveness that makes your item stand out against a hundred other items on the shelf.
• Packaging, labeling and any additional facts should certainly be designed keeping in thoughts the profile of your target consumer. Understand your industry and target them particularly. Packaging for a generic audience can confuse the consumer.
• Packaging need to help develop your brand image. It's about communicating your item and creating a relationship with your customers through your brand image
• Packaging should really stand out against your competitor's merchandise.

Product Label Style: Wellness Supplements

• Labeling on health supplements is very important. Labels on the package should contain Supplement Facts about the ingredients and their nutritive value and comply with other FDA recommendations relating to dietary supplements.
• Further information on the package on how the item works could deliver the consumer incentive information that will aid the consumer to make an educated decision over your competitor's items.
• Promotional leaflets inside the packaging can help customers to be far more aware of the item and how it beneficially impacts the consumer's health. This can build credibility and trust. These leaflets can also be utilised to introduce other merchandise in your line of production.
• Adding one or a lot more health claims on well being products could boost your sales by 20%. This was the conclusion of an via the internet study conducted by National Starch. Consumer perception was tested for leading brands of bread, nutrition bars and cereals. It was found that consumers began placing a higher value on these merchandise when the packaging was altered to incorporate extra well being claims such as: "increases dietary fiber inake", "promotes a healthy digestive technique", "helps to control blood sugar highs," "gives a balance of power" and "delivers prebiotic properties."

Packaging trends are altering continually. There are new innovations all the time. Keeping abreast of packaging and label trends will give your goods a competitive edge.