How to Brand Next Generation Product - a Study by Hbs Marketing Faculty

Although a memory may deteriorate over the span of years or even decades, a photograph will last a lifetime. Images are more than an object to have for safe keeping. In his article, “We Are A Camera,” Nick Paumgarten discusses the uprising of the popular recording device known as the GoPro. This device is used to record events and experiences from different perspectives, whether that is from underwater or zip lining through a forest in a first-person view. Moreover, videos and photography allow people to capture images to reminisce about past experiences, to share these moments with others, and even remember those whom you have lost.

Several key points are presented in the article for how companies can be successful. The first, is that companies must be innovative and be willing “to change their core products or business models” (Bertolini et al., 2015, p. 90) to keep up with the change in the marketplace. This may require that they rebrand their product, or change their business

What if someone was on the most stunning adventure of their life, but they left their camera at home? Or what if no one ever took a photo of a wedding, birth, or birthday? Imagine if all of the photos and videos in the world just disappeared, with nothing left but a memory. How would people remember, be aware, or know anything? Everything would be prodigiously affected from memories, to crimes, to social media. The most significant invention of the 19th century was the camera because of the extent of information it can give us.

The introduction of portable cameras has made it feasible for anyone with basic knowledge of how to use a camera to now go out and record what they see. However, what one chooses to photograph is still a reflection on them as well as well as the scenes they witness.

(Bellis, 2009) Nevertheless, the main selling point of digital cameras was the convenient way that they could be stored. Every exposure is almost instantly saved to a removable disk drive, which remarkably expired the use of darkroom processing. It was convenient, less time was needed to produce an image, making it particularly appealing to journalism. The photograph has since then become an instant process. Combined with the invention of the Internet, and booming industry of personal computers, the newer technology would expire its predecessor. There are billions of photographs on the Internet, comprising the largest most diverse photo collection ever assembled. We have access to imagery from all over the world, using key words and hash tags to catalogue imagery and content; we can see what is happening without being there. The introduction of digital photography has enabled photographers to record terabits of imagery which can be stored in minute places, meaning the coverage that we have of the modern world is greater than ever. Unlike the formats that Henri Cartier-Bresson used, where each roll of film, or negative slide needed storing in a large physical place, under controlled conditions, an archive of objects. Automation came with digital photography, its combination of digital components allowed the camera to automatically detect light qualities, and

It has changed the way the world communicates. The world used to communicate with just words. Words on a piece of paper called news. Then, when the camera was introduced, communication faced a new level of intelligence. Pictures of tragedies, to new inventions were posted with news papers, which gave the world a new perspective. The present makes the history of photography look like nothing. The world can communicate over live video, with a click of a button, to watch the latest sports highlights. Cameras have grown to be a big priority to many people, because photography can be a job. People make a lot of money traveling the world, and taking pictures. Today photography has become a global cacophony of freeze-frames. Millions of pictures are uploaded every minute. Correspondingly, everyone is a subject, and knows it any day now we will be adding the unguarded moment to the endangered species list"

“Cameras have evolved from a pinhole up to the latest and accessible SLRs and DSLRs. Underwater, disposable and film and digital cameras were also invented. The increasing knowledge of people to photography and cameras contributed a lot in order to make more innovations through the years. Therefore, taking photographs, recording images and moments, and sharing the art form became easy and fast” (Art of the Masses). Despite the fact that photography was intended solely for the

From the largest cameras that we propel into space to study the universe to the cameras built-in to our mobile phones, technology is the key to this intertwinement of photography and day-to-day life,

consumers are already aware of the brand name and have knowledge about it (Kotler et

FRONTLINE® brand products are used to kill fleas, ticks, and lice that harbor themselves in household pets such as cats and dogs. These common pests are easily contracted from other pets or the outside environment and can cause a range of ailments from hair loss, sores, and scabs to anemia, allergies, and other skin diseases. In the U.S., there are nearly 79.5 million households that own either a cat or dog; 30.4% being cats and another 36.5% owning dogs (AVMA.org, 2012). With these substantial numbers of household pets, fleas and tick infestations are a constant threat and reoccurring problem for many pet owners. In 2016, over-the-counter medication, supplies, and veterinarian care generated over $30.6 billion in sales with an overall total

Published: April 23, 2012 Author: Carmen Nobel Upgrades to existing product lines make up a huge part of corporate research and development activity, and with every upgrade comes the decision of how to brand it. Harvard Business School marketing professors John T. Gourville and Elie Ofek teamed up with London Business School 's Marco Bertini to suss out the best practices for naming next-generation products. Key concepts include: • Companies often take one of two tacks in naming a next-generation product—the sequential naming approach or the complete name change approach. • Experimental research showed that each naming approach affects customer expectations. With a name change,

The I-1 Analog Instant Camera and the Polaroid ZIP Mobile Printer made me think about how cameras and recording our family memories have changed with the creation of new technology. The Polaroid Instant Camera was my favorite camera growing up and well into my second child’s elementary years. Then we bought a digital camera and we stopped having actual pictures. We had digital ones that that we could look at on the computer. Then our computer crashed and we lost years of memories. How is that an improved technology? Now we send our pictures to be printed.

Technology-related industries are creating products that are more innovative, easy to use and attractive to facilitate the preservation of personal moments. A new model, a new philosophy and a new approach; GoPro extends their current portfolio to five models as part of the attempt to dominate the market of cameras.

Many companies in today’s world of globalisation and with increasing pressure to become cost effective and efficient, are looking for different ways to increase brand equity, brand affinity and in general to expand their brand awareness (Stutz & Schaffner, 2011). One consideration for companies in answer to this is co-branding strategies. As well as reinforcing brand image and, co-branding has also become an increasingly strategic tool to capture higher market share and increase profits and is seen to have the advantage of gaining access to new markets (Swaminathan, 2006). Advances in technology have made co-branding possibilities more accessible to many companies (Rid & Pfoertsch, 2013). Co-branding can be described as the combining of two or more brands into a joint product or when they are marketed together in some way (Kotler & Armstrong, 2012) or with two or more brand names being are presented to the customer jointly (Rao, Qu, & Ruekert, 1999).

Sous  traitance  intégrale  de  la  produc6on     Des  co-­‐branding  :          -­‐  Sevile  Row  and  Norton  &  Sons        -­‐The  Great  Frog   13  octobre  2010   De  Villepin  -­‐  Gutharc  -­‐   Mar8ni   14   Un positionnement produit innovant   Alliance  de  ma6ères,  couleurs  neutres     La  tête   de