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

Apple's iPad has revolutionized tablet computers in many ways. Ipad3 is the latest version released by Apple on March 16, 2012 and is sleek and faster than its predecessors. While other manufacturers are struggling with innovation in the tablet computer section, Apple seems to handle it with relative ease and this is one of the main reasons for its presence as a market leader in this segment.

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

The company has recently decided to expand its product line to include a product that is a deviation from our traditional offerings. The expansion presents two potential outcomes. Outcome one has a potential for profit, incremental growth, and additional market share for the company. Outcome two has a potential for financial loss, reputation or brand damage and reduced market share.

Companies are continually coming out with new products; most new products are improvements of past products. However, the way a company markets a product and to whom they market the product can make a drastic difference in regards to the sales performance. Two products can be nearly identical and marketed very differently, while two products can be polar opposites and marketed almost identically. Two products that are similar but marketed differently are the iPad and the Amazon Fire tablet, and two that are different, but marketed similarly are Nike tennis shoes and Oakley sunglasses. It is important to understand how a company markets a product, but it is just as important to know why a company is marketing a product a certain way. The

Depending on your product, there may or may not be direct substitutes. Before your product came out, however, how did consumers solve the problem? What other alternatives do they have? Also consider how the Internet impacts this.

It might appeal to readers because it would help them what to trademark, also, how to handle the release of their new product.

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

How Tesla, Under Armour, and Sonos Do Branding is a remarkable article I found that highlights how those three companies have separated themselves from their competitors through their unique advertising and promotion techniques. Promotion deals with how a company markets their products and communicates with their customers. The products these companies have created are innovative and unlike any of their kind. With the internet and media being such a dominant part in our society, these companies have found ways to capitalize and better promote their products. This article focuses on new terminology advertising guru David Jones thought up known as brandtech. Brandtech is a mix of branding and technology. One of the most

The branded product at the heart of the SLP is the Ford Mustang. The Mustang was first introduced in 1964 and has become one of Ford's most iconic brands (Damian, 2006). Automobiles in general are a good subject for the study of branding because the car itself changes every year, but the brand does not. Over time, specific brands become associated with particular attributes, in terms of product category, positioning, price, and in the case of cars their styling, design and the lifestyle attributes that are associated with that vehicle. The Mustang has gone through roughly five iterations, and is currently in its fifth generation (Markus, 2010).

Care must be taken no to confuse markets and customers with the addition of new products. The higher-fitting a product is to current market offerings the easier it is for consumers to buy into the product. If studies determine a weaker association, companies must focus on advertising efforts to inform and education consumer markets if they have any hope of successfully promoting brand extension.

There were few marketing, sales or collateral materials to speak of, along with a tired looking website. Our rebranding effort began with a marketing survey, analysis and strategic plan. I worked with the marketing consultant to develop an integrated marketing plan incorporating direct marketing efforts, advertising, public relations and special promotions to establish “The New NextGen.” With a consistent and coexistent message we began unfolding layers of activity. We began by creating a new look mirroring the energetic NextGen corporate office and culture.

According to the article "iPad May Join Aspirin, Heroin, as Generic Name, Branding Experts Say" (2012), Apple products tablets may become a generic term for all tablets rather than referring only to the ones made by Apple. There are positives and negatives to this tendency. Whereas it ensures that as many people as possible understand and associate the product with the brand, it also opens up issues with branding which have to do with trademarks. It becomes easier to overcome the laws regarding copyright and trademark when the term no longer is applied to a specific company's product but rather to all examples of that product currently on the market.

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

Consumers are frequently confronted with innovation that requires them to adopt new behavior or discontinue previous behaviors. Although they may be excited by the performance potential of new products, consumers become increasingly concerned with

Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase