Creative Strategies Brands

THE 17-th INTERNATIONAL CONFERENCE "INVENTICA 2012" June 19th-21th, 2013, JASSY, ROMANIA Brand extensions - A creative way of capitalizing on existing brand equity Morhan Gabriela Dora Ass. Prof. Ph.D student., “A.I. Cuza” University, Jassy ABSTRACT: This article is a presentation and adaptation of textual analysis. The nucleu s of the thesi s is of theore tic al nature and , alo ng wit h the analy sis and explanation of the terms the purpose of this paper is to explain the and contribute to an underst anding of how comp anies use brand extesiond as a creat ive way of capitalising on their existing brand equity. KEY WORDS: brand , consumption, equity, extensions 1. THEORETICAL CONSIDERATIONS 22.238 - This is the number you get when you type the word brand on the Amazon search box, Narrowing the search to brand extension a smaller number appe ars, just 70. And just when we thought that everything has been written on the subject on branding typing in the phrase” celebrity brand extensions” on Amazon reveals a staggering result of ...0 books, not a single one that deals with this subject. If 200 or 300 years and branding was something you did to a cow, a brand declared ri gh ts of pr op er ty and ownershi p, and meant, particularly in a remote Scottish glen,‘keep your hands off “(Cheverton, 2003, p.3), today celebrities want us to put the hands on every product they endorse and owe. While many celebrities own their corporations ( Trump, Oprah, Martha Steward, Jamie Oliver) and they keep on expa ndin g ,the domain of celebrit y theo ry ( brandi ng , entrep reneur ship, extensi on) finds itself in the position where “the celebrity territory as a whole, has been tremendously underexamined.” (Gamson,1994, p. 3) We live in an almost "buy-able" society. Consumption is good, out in the open, for everyone to partake in, whether actually or vicariously ( Firat & Dholokia, 2009, p. 1).We shop for milk, better cars, good

Creative Strategies Brands

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