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The results of these investigations help to eve beyond â€Å"common sense† knowledge and individual experience to understanding larger complex social issues and processes. This course will introduce students to the various sociological research methods used to explore diverse social processes, as well as methods of inquiry, strategies and tools used by social researchers. Students will also be introduced to the philosophical foundations of research methods and the practical, theoretical and ethical concerns for conducting both quantitative and qualitative social research.Course Objectives By the end of the course, students will be able to understand: . The foundations of sociological research b. Various methods used in sociological research c. How data is collected and interpreted to form theoretical arguments d. The steps involved in designing a sociological research project Required Readings 1 . Research Methods: Exploring the Social World First Edition by Diane Cymbal's. A hardcopy of the textbook or an e-book option is available for purchase at the Brock Campus Store. 2. There may be additional seminar readings available on Assai.These readings will be identified on the seminar schedule posted Assai. Course Evaluation 1. In class test #1 (Cot 2, material covered from Septet 11 to Septet 25) 25% 2. In class test #2 (Novo 6, material covered from Cot 9 to Cot 30) 25% 3. Written Assignment (due Novo 20) 10%4. Take home exam (essay format, distributed November 27) 30% 5. Seminar participation Please note: Detailed explanations of course evaluation and expectations will be posted on Assai and discussed in class and/or seminar. In addition, brief lecture outlines will be posted On Assai prior to lecture.Seminar Schedule: A seminar schedule will be posted on Assai. It will outline he weekly seminar expectations, readings, possible discussion questions and assignments. There are 8 seminars in total. Successful completion of this course will depend on your en gaged presence at all seminars. You are expected to read the assigned material in advance of the corresponding seminar. Accessibility: Please notify the professor if you have accessibility issues and concerns. These concerns will be passed on to [email  protected] Ca.Also, for more information please go to http://www. Brocks. Ca/accessibility. Class changes or cancellations: Any changes or cancellations of lectures, miners, and office hours will be posted on Assai and/or announced in class and/or emailed to students. Late Submissions are subject to a penalty of 2% per day, except for the take- home exam which is 5% per day, including weekends, unless arrangements have been made with the course instructor. An assignment, for example, that would have received a grade of 80 % (A-) submitted 2 days late, will receive a grade of 76% (B).The student should be prepared to provide some form of official documentation, such as a doctor's note, to support any request for an extension. Also, it is advisable to keep an extra copy of any written assignment due for this course. Grading (from Brock University Undergraduate Calendar) A+: 90 – 100 work of outstanding quality that provides clear evidence of a rare talent for the subject and of an original and/or incisive mind A: 80 – 89 excellent, accurate work that demonstrates a certain flair for and comprehension of the subject.B: 70-79 competent work that shows a sound grasp of the course goals without being distinguished C: 60 – 69 work of adequate quality that suffers from incompleteness or inaccuracy D: 50 – 59 the minimum requirements of a course are barely satisfied F: 49 or lower minimum requirements have not been met, and no credit has been given for the course Academic Misconduct: Because academic integrity is vital to the well-being of the university community, Brock University takes academic misconduct very seriously.Academic misconduct includes plagiarism, which involves presenting th e words and ideas of another person as if they were your own, and other forms of cheating such as using crib notes during a test or fabricating data for a seminar assignment. The penalties for academic misconduct can be very severe. A grade of zero may be given for the assignment Or even for the Course, and a second offense may result in suspension from the university. Students are urged to read the section of the Brock University Undergraduate Calendar that pertains to academic misconduct.

My favorite place Essay

My favorite place is Starbucks. So I will choose that to be the company I will write about for this assignment. Starbucks Corporation has been able to grow revenues from $11.7B to $13.3B. Most impressively, the company has been able to reduce the percentage of sales devoted to selling, general and administrative costs from 37.08% to 35.38%. This was a driver that led to a bottom line growth from $1.2B to $1.4B. The pertinent statistics for this piece are as follows. During 2012 Starbucks maintained a current ratio of 1.9x. In 2012, their quick ratio was 1.1x. Their debt ratio in 2012 is 10.7x, derived from total assets in 2012 of 4,199.6 with total debt being 3,104.7. I would make the assessment that Starbucks is financially sound. Their net income for 2012 was 3,104.7 whereas it was 1,245.7 in 2011. This is a remarkable incline. This rise is do to the economy rising. This company’s debt to total capital ratio, at 9.70%, is in-line with the Hotels, Restaurants and Leisure industry’s norm. Additionally, there are enough liquid assets to satisfy current obligations. Accounts Receivable are typical for the industry, with 11.94 days worth of sales outstanding. Last, Starbucks Corporation is among the most efficient in its industry at managing inventories. The company only has 69.11 days of its Cost of Goods Sold tied up in inventory, although the Inventory Processing Period has been grown consistently over the last 4 years.

Individuals and Teams Essay Example | Topics and Well Written Essays - 1750 words

Individuals and Teams - Essay Example The assembly line followed in this company will be tested during this experiment in order to find the variation of effectiveness between teams and individuals within the manufacturing process. In the Recruitment stage, the applications are invited for positions like tailors, cutting experts, tacking experts, finishing experts and finally, supervisors. There is a need for 24 tailors, 8 cutting experts, 12 tacking and quilting experts, 12 finishing experts, and 4 supervisors to oversee these four activities. In the Selection stage, there are interviews and practical tests to find which applicant is best suited for which job in the operational activities. Also, they are questioned regarding their leadership abilities so as to find four supervisors who also know enough about the job. This brings us to the final phase known as Functional Study. By working in a group, the supervisors held meetings with each other at the end of the day. This brought about better communication and synchronization of activities. Also, they got a chance to discuss any strengths and weaknesses so as to garner second and third opinions on tacking and taking advantage of the same. This led to standardization of activities along the lines of a set formula. ... Motivate each individual appropriately. Get maximum cost economy from each group. Restrict material handling quantum by dividing the amount of material to be handled among various individuals. Find ways to break monotony in repetitive activities. This brings us to the final phase known as Functional Study. By working in a group, the supervisors held meetings with each other at the end of the day. This brought about better communication and synchronization of activities. Also, they got a chance to discuss any strengths and weaknesses so as to garner second and third opinions on tacking and taking advantage of the same. This led to standardization of activities along the lines of a set formula. By implementing these rules, the following was the motion and time study at the end of the second month: Old Method New Method The number of yards workers covered per day was reduced 500 120 Average number of tons per man per day 34 68 Average earnings per man per day $2.20 $2.90 Average cost of handling a ton of 1500 lbs $0.055 $0.025 Team 2: The following is the structure of the team working at the Banff and Buchan Education Office: (Source: Aberdeen Council) The job descriptions for the various positions were well coordinated through the following features: 1. Administrative Officer Line management of Admin. Staff Manage accommodation issues within Woodhill House Annexe Monitor and manage central budgets for accommodation improvements, furniture

Stepfamilies Essay Example | Topics and Well Written Essays - 3250 words

Stepfamilies - Essay Example Wilkes and Fromme (2002) investigated the stability over time of themes in the experiences of biological parents, stepparents, and adolescents in stepfamilies. Twelve adolescents, ten stepparents, and nine biological parents from ten stepfamilies that participated, completed follow-up questionnaires that sought to determine if the themes found in the earlier study were still present in their stepfamilies four years later. The results indicated areas that remained stable over time and areas of positive change and adjustment. The results also suggested the need for further research about the specific factors that shape adjustment to stepfamilies. The initial study consisted of 37 participants from 12 families. Of those 37 participants involved in the initial study, 31 completed follow-up questionnaires. Of the 12 families involved in the follow-up study, the adolescents consisted of six females and six males. All of the adolescents were Caucasian. The average age was 16.6 years. All of the children were the biological child of one of the parents living in the home. Four were from stepfather families, two were from stepmother families and six were from blended families. Of the stepparents involved in the present study, there was one Hispanic stepfather and the rest were Caucasian, three of the stepparents had never been married before, and six of the stepparents were male and four were female, with an average age of 41.2 years. Among the biological parents, four were female and five were male. All of the biological parents were Caucasian, with an average age of 43.6 years. Prior to the current marriages, eight of the biological parents had been married in the past. Assessment procedures included three questionnaires: one for the adolescents, one for the stepparents, and one for the biological parents, plus second versions with modifications made to render the wording appropriate for members of the stepfamilies that had been separated. The statements related to the core themes identified in the initial study. The questionnaires in Wilkes and Fromme's (2002) follow-up study asked each participant to rate their level of agreement with 32 to 34 statements on a five-point Likert scale. Based on the ratings participants gave to statements, averages were calculated to determine the level of agreement or disagreement with each statement. One of the major overarching themes found in the initial and follow-up studies was that adolescents were continuing to find ways to cope with the losses in the stepfamily formation process. These losses included undergoing changes in relationships, adapting to different family traditions, experiencing less power in the stepfamily, and having a sense that their family had changed very quickly. 'Therapists' perceptions of bioparent-child relationships in stepfamilies: What hurts What helps'- Cartwright, C. (2003). Stepfamily relationship research has focused on step relationships with particular emphasis on stepparent-stepchild relationships, despite increasing evidence that residential bioparent-child relationships can be negatively impacted through remarriage and stepfamily living. In a project by Cartwright (2003), nine stepfamily therapists were

Bipolar Disorder Research Proposal Example | Topics and Well Written Essays - 1000 words

Bipolar Disorder - Research Proposal Example You vascilitate backwards and forwards between being totally elated and totally gloomy, and between such periods you feel more stable.† (2008). â€Å"Imbalance in the brain biochemicals called neurotransmitters, which convey messages between the nerves, also appears to play a major role. Too many or too few neurotransmitters are believed to cause alterations in mood.† (2006). Mayo Clinic (2008) points out that â€Å"a variety of biochemical, genetic and environmental factors seem to be involved in causing and triggering bipolar episodes.† Mind.Org.UK points out the following possible causes: â€Å"Stress is likely to play a large part, and the role of cortisol on the developing brain is being researched. Prenatal stresses on the developing foetus are seen as important, both environmentally and nutritionally, as well as the impact of the mother’s mental and physical health on the foetus† (1995-2006). But this disease provokes â€Å"unusual shifts in a person’s mood, energy, and ability to function, (†¦) can result in damaged relationships, poor job or school performance, and even suicide† (NIMH, 2008). NIMH remarks the following about the bipolar disorder: â€Å"Manic-depression distorts moods and thoughts, incites dreadful behaviors, destroys the basis of rational thought, and too often erodes the desire and will to live. It is an illness that is biological in its origins, yet one that feels psychological in the experience of it; an illness that is unique in conferring advantage and pleasure, yet one that brings in its wake almost unendurable suffering and, not infrequently, suicide.† (2008) â€Å"Psychotic features (e.g., hallucinations, delusions) may be present in manic, mixed or depressive episodes and tend to relate to the mood. For example, during manic episodes, patients may believe they are invulnerable to physical harm and, during major depressive episodes, patients may believe they are guilty of a great crime or sin.

Culture and Event Management Essay Example | Topics and Well Written Essays - 2000 words

Culture and Event Management - Essay Example All these goals have been fulfilled through professionally well organized events. These are very worthwhile and attract considerable expressions of support. Events are also held to encourage donations for charities and causes of all kinds. May field and Crompton (1995) observed the generic reasons for staging festivals were recreation/socialization, culture/ education, tourism, internal revenue generation, natural resources, agriculture, external revenue generation, and community pride/spirit. The cultural events not only provided a sense of belonging to people, these also created more jobs and provided employment in wholly new field. The management perspective of an event are organizational management which includes marketing, human resources, finance, controls and evaluation, organization and co-ordination. Hospitality management presenting events as service encounters, quality assurance), tourism destination management comprising competitiveness, image enhancement and marketing (Getz, 2000). The cultural event management involves community participation. A psychological understanding about people is useful to plan event activities. But Are Events An Industry There has been a lot of debate, earlier, about whether to term tourism as industry or not. Similar arguments may be raised regarding events. There is no doubt that events have economic impact, these create jobs and generate income. The sector is also encouraging a new expertise in management. The professionals in this field need to work in close association with the stakeholders besides having usual management qualifications. It is already viewed as a new division of tourism industry. Thus they might be called an industry. As well, many events clearly provide services to industries, such as the use of trade shows or exhibitions in marketing products (Getz 2000). The event management has risen in recent years. It is the part of hospitality, tourism, communication and marketing industry. The demand by consumers seeking professionally managed, technically sound good quality management of their events has given boost to this industry. Moreover, the technology has changed the way artists look at their work and present it. Art is every form of creative and interpretive actions viz. Dance, music, writing, films, visual art, ceramics, sculptures, food preparations, Fashion etc. all reflecting influence of culture and traditions requiring various approaches and specialization in event planning (Yeoman et al., 2004). Thus event management is a multidisciplinary field. A figure adapted from Getz and Frisby (1988 as cited in Getz, 2000) shows effect of these components. External environmental forces include policies, resource availability, and demand/supply factors. Venues and physical settings have to be addressed. The internal event management provides, goal attainment and efficient operations. While business management theories and techniques will prove useful, especially given the necessity for most events to become financially self-reliant (Getz 2000) (Fig. 1). Planning and Management of Events: Prior to planning an event a feasibility study preferably with the need assessment is necessary. It should take the stakeholders into account. The first assessment to be done is cost and benefit after considering the duration, location, key program events.

Cost, Budgets and Strategic Decision Making in Management Accounting Assignment

Cost, Budgets and Strategic Decision Making in Management Accounting - Assignment Example The projected next period’s revenues are normally grounded on the prior accounting periods’ actual revenue trends. Second, the production facility budget is prepared. The production budget is grounded on the projected next accounting period’s revenues. If the next accounting period’s expected revenues is 50 cars and the last month’s unsold cars is 15 cars, then the production budget will be to produce only the remaining 35 cars [50 cars revenue – 15 unsold cars from the prior accounting period = 35 cars] (Warren, 2015). Third, the direct materials budget and labor budget are prepared (Warren, 2015). The direct materials are used as part of the finished product. If each car needs 2 cans of paint and there are 17 cans of paint remaining from the prior accounting period, the company must purchase 53 paint cans ([35 cars x 2 cans per car] – 17 cans from prior accounting period = 53 new can purchases). If one can costs  £ 5, then the budget for the next accounting period includes  £ 265 (53 cans of paint x  £5 per can). The labor costs must be included in the budget (Warren, 2015). The labor cost is the salary of the workers directly making the products, the car painters. Furthermore, the factory overhead budget is computed (Kinney, 2012). The factory overhead is composed of all other costs that do not fall under direct materials or direct labor classification. This includes the indirect materials figures and indirect labor amounts. The other amounts include the factory Janitors’ salaries, electricity payments, water payments, and telephone amounts. Next, the selling and administration expense budget is prepared (Bromwich, 2009). The selling expense budget includes the amounts allocated to sell the finished products, including the cars. The selling expense budget includes the sales department’s salaries and commissions, advertising, and other sales department expenses. The

Word history Assignment Example | Topics and Well Written Essays - 500 words

Word history - Assignment Example This paper discusses fashion changes during the World War Two. In 1940, the general style that women adopted looked like U.S military uniforms in a big way. The color and the cut of the clothes they wore on the home front always resembled what soldiers wore while fighting in the Pacific and European theaters. The blouses and jackets they wore were more masculine and militarized with shoulder pads. The hats similarly resembled U.S Army berets (Wolfe web). During war time, women took up more labor-intensive works like flying military aircraft, working in shipyards, and driving truck. These works highly influenced how they wore as safety and practicality would take over their glamour and femininity. The popularity of â€Å"Rosie the Riveter† meant that headscarf and slacks would become more stylish. The working class women dressed in silk pants for khaki jackets and blue jeans and high-heeled shoes. They also wore wraparound dresses with less adornments and their hair was pinned back to avoid it from getting caught by machineries (Monet web). With time, women’s clothing had to go with the rationing of certain materials used for military purposes. Silk and wool were in high demand for parachutes and uniforms, therefore, most civilians had to wear clothes made from rayon instead. To ensure that fabric was conserved, the manufacturers and dress makers started designing slimmer silhouettes and shorter skirts. Nylon would be available for civilian use only. Stockings disappeared shortly and women went barelegged. Within a period of four years, many women had joined workforce (Monet web). They demonstrated a lot of good skills, determination and patriotism and this undeniably impacted the fashion world. The people of Chavin first established the dominant civilization from 900 BCE and 200 BCE while Olmec’s people established the civilization in the centuries before 1200 BCE and declined around 400

Art Essay Example | Topics and Well Written Essays - 500 words - 38

Art - Essay Example The modern Conte crayons are in different assortment of colors that focus primarily on the nuances of shading and designing as opposed to bold coloration. Using Conte crayons, a skilled artist is capable of achieving very subtle shading that is almost photorealistic. Notably, Conte crayon often takes different mode of paining including graphite pencil painting, wax crayon, and watercolor among others (Avery 55). This is the initial stage of drawing and it is often referred to the mapping stage. This stage involves drawing ordinarily on white Lenox 100 paper using a graphite pencil (Avery 57). The above drawing is the road map to indicate where wax should follow. Applying wax on the above drawing leads to a wax crayon that is shown in the figure below The basis of using wax in this sketch is to protect areas that are intended to remain white; therefore, areas that are intended to be visible white are waxed. It is appropriate at this stage to use a reasonable amount of wax, for instance the size of the finger since that is would be sizable to cut. After this procedure, it is appropriate to slightly water the waxed surface to obtain a receptive and even surface. At this stage, it would be appropriate to introduce wash paint. In this case, a very light gray ink wash is introduced. Notably, the gray ink will not be used alone, but it will be mixed with small quantities of black ink. Mixing these two inks shall be done in a large presence of water (Avery 60). After obtaining the uniform ink, the solution is then applied or brushed onto the white paper. Notably, the waxed point will not darken like the rest of the drawing, but it will remain white. The media obtained herein is watercolor media and it is done below. This process can rep eat itself as many times and with different colors as possible, all the repetitions with depend on the artist and type of painting they intend to

Coaching ethical behavior Assignment Example | Topics and Well Written Essays - 250 words

Coaching ethical behavior - Assignment Example A leader in any organization is regarded as the face of the organization and how the organization members conduct themselves affect the image of the organization (Passmore, 2010). Leaders can coach their members on how to enhance their ethical behavior. Coaching is defined as a process that facilitate maximization one’s potential. The following are ways in which can coach ethical behavior: ï‚ ·Setting guidelines and refreshing team members-As a leader, the team member should know what is expected of them. Even if they know, how they are supposed to conduct themselves, a refresher on ethical conduct is essential. ï‚ ·Through motivation- The leader can encourage the team members that they can enhance their ethical behavior regardless of the situation they are facing at any particular moment. Emphasis on teamwork motivates each one of them. ï‚ ·Monitoring and evaluation- Just like a coach of a given sport he observes the performance of the team member. The leader should monitor how the team members conduct themselves and evaluate on the progress. A deviation will be recognized, and corrective measures be implemented before it goes overboard (Passmore, 2010). ï‚ ·Exploring interactive moment- A leader should allow the team members to discuss among themselves and identify possible problems and solutions with regards to moral behavior. This is in line with the diversity among the universe population and has to be appreciated. ï‚ ·

After Reading The Road Not Taken Essay Example for Free

After Reading The Road Not Taken Essay Introduction Within works of literature, often times the most valuable part of the work is not that which is readily apparent after a quick reading of the work; the true gems to be found within literature are those which are only discovered after a thorough study of the work and a deep consideration of what the author is really trying to convey to a reader, or perhaps conclusions that readers can draw on their own through the use of their imagination and interpretation. With all of this in mind, Robert Frost’s The Road Not Taken will be the focus of this research. Why This Work was Chosen There are several reasons why this work was chosen as the focus of the research; first, even when the work is quickly read and taken just at face value, as was earlier discussed, the words flow beautifully and make the mind of the reader travel, just as the narrator of the work seems to do. When Frost uses such adjectives as â€Å"yellow†, â€Å"grassy† and the like, one feels peaceful and calm. On the other hand, just as this work reveals certain elements to the reader from the first reading, closer review and consideration drives the imagination of the reader to create other reactions and conclusions about the work, and perhaps that is the best thing that any work can do-to inspire the reader to a higher level of thought, emotion and belief. With all of this in mind, it is now possible to discuss reactions to Frost’s work which makes all of these points much clearer. Reactions to the Work Simply put, the first reaction that came about through a study of The Road Not Taken is one of excitement for the limitless opportunities open to human beings as indicated by Frost. When Frost wrote: â€Å"Two roads diverged in a wood, and I I took the one less traveled by, And that has made all the difference† (Frost, 1930, p. 131), what he appears to be saying is that by taking on those challenges and directions in life that other cannot or will not take on in fact can strengthen the individual and give them a deeper and more meaningful life. Additionally, this work has also come across as a highly inspirational one, as it tells the reader that they can be or do anything they choose- representation of the ultimate level of freedom. Conclusion As this research moves toward its conclusion, there are a few key points that deserve repeating. First, this research has shown that through the talents of skilled authors, words can in fact be put into sentences and phrases which transport the reader to another place and state of emotion. In this way, people are able to be enhanced and changed by reading, and experiencing, given works of literature. Second, while many works are captivating and enlightening from the first reading of them, the more and more that they are read and more deeply studied, there are new attributes which come to the surface. Third, and perhaps most importantly, literature proves that the human experience is not something which reaches a certain level or age and is considered complete; rather, it is a constantly changing and ongoing phenomenon which is enriched through things such as literature which expand the mind, broaden the imagination, and soothe the soul of readers. These conclusions came to mind as a result of studying The Road Not Taken and only prove, once again, that choosing this work to research was an excellent idea. References Frost, R. (1930). Collected Poems of Robert Frost. New York: Henry Holt.

Psychology and Theology Essay Example for Free

Psychology and Theology Essay 1. My personal experience involves a combination of secular and religious study in the area of counseling.   This experience and education has led to a conclusion that although there are a number of opposing factors in the beliefs and theories used in both, the two are neither completely oppositional to each other nor mutually exclusive.   In many ways the views and methods of both can be combined to make a very effective counseling technique and a well rounded counselor (McMinn, 1996). Secular counseling has numerous theories on how people learn and that the ways they learn affect the methods needed to modify negative behaviors.    These techniques can work to some degree, such as offering a dollar for getting an A on a paper.   Children then become more motivated to get A’s.   These techniques often fail to create long term results however, as people often get tired and the excitement of the reward fades.   They then go back to old ways.   When the eternal rewards of spiritual counseling are added, however, the motivation for long term behavior change becomes much more long term. The two methods of counseling differ most greatly in life’s focus.   Secular counseling teaches that a strong sense of self will solve all problems, where as religious counseling teaches to focus everything around God and the problems will diminish (Kajer, 2006).   These can however be combined with the focus on God, while still encouraging the person to forgive himself and be comfortable with himself as the person God created.   This keeps the focus where it belongs while helping the person recognize himself as a creation from God. I have learned to find a combination of these views by realizing why secular counseling often fails, and realizing that although a person needs to be humble he still needs to respect what is God’s creation and take care of it. 2. All human beings have sinned, but not all of psychology is sinful or thinking  about humans as sinful.   Psychology is about the study of human behavior and because much of human behavior especially that requiring counseling is sinful, there is a degree of sin involved.   This does not make psychology sinful.   There are many psychologists and secular counselors with spiritual views and backgrounds.   Most of them are bound by legalities and job guidelines to keep the spiritual aspect of counseling out of the job, but not only because they are sinful humans or because they are thinking about sinful humans. Many of the theorists in psychology have developed theories that contradict many Biblical teachings, the most notable one being self actualization.   In this theory, the person’s main goal is to reach the perfect self at which time he has reached the ultimate existence. This additionally is based on the theory that human beings are inherently good and not evil and can naturally distinguish between right and wrong (Management, 2005). Obviously this kind of thinking is sinful as spiritual people are supposed to strive to be closer to God and to live according to his will in order to reach the ultimate existence. If a counselor can balance the basic idea of psychology (the study of human behavior) and the theological values, there is no reason psychology should be considered a sinful study or practice.   It does focus on the behavior of humans and how to change deviant behavior to make it more positive.   It is based on discovering how people learn and then taking that knowledge to help modify behavior.   It only becomes a sinful practice when those studying or teaching it contradict God’s teachings. 3. My goal as a counselor should be to help minimize the pain and negative  effects of suffering and to help prevent as many future problems as possible.   In order for a counselor to continue to function and perform the job successfully, it is important to remember and understand that there is no way to prevent every cause of pain and heal all suffering.   There is no way to completely take away the pain a child feels after losing a parent or prevent an accident from happening.   It would not be realistic for any counselor to think it is possible or even ideal to keep all pain from happening. People are allowed to suffer disappointments, set backs and losses in order for them to learn from them (Gress, 2007).   If   everything worked out exactly as people wanted them to and there were never any disappointments the world would be filled with a bunch of spoiled adults, who were unable to appreciate anything. Counselors who go into the profession with the belief they can solve every problem and make everyone’s pain completely go away are setting themselves up for failure and disappointment, because they are expecting to accomplish the impossible.   Those who set the realistic goals of providing comfort, minimizing grieving, speeding emotional healing, and modifying behavior when needed are the counselors most likely to stay in the field long term.   The ones who hope to solve everyone’s problems have a tendency to take the problems upon themselves and â€Å"burn out† relatively soon.   Counselors need to focus on the most significant problem for each person and work on one thing at a time. 4. The subject of a healthy sense of self is one major difference between  psychology and theology.   Both views involve people who are happy, and focused on a goal, but the views differ greatly in the center of the focus. Many psychological theories focus on making people feel good about themselves and then everything else in the world will fall into place.   In this case a healthy sense of self is essentially a â€Å"puffed up self†, or a person who thinks of himself as the most important person in the world and can do no wrong.   This involves making the person become the center of his Universe. The Biblical view of a healthy sense of self places God in the proper place as the center of man’s universe and when the focus is on God, everything else falls into place.   This requires the person to learn humility and to give God his proper credit for the role he plays in a person’s life.   The view here is that when a person is focused on living life for God, he will be happy and comforted in the knowledge that he is putting forth his best effort for God. A person with a true healthy sense of self would be a person who values himself as a creation of God and a worker for him.   This is a person who knows his place in the world, yet places the focus of the world on God.   As the person strives to be more like God, he appreciates what God has provided him and uses the talents God has given him.   This person is happy and well adjusted to the world around him.   He knows his talents and his mission and uses them to grow closer to God. This description of a healthy sense of self tends to lean more towards the Biblical view, but does place value on the person and God’s creation and teaches the person to have respect for himself.   This is consistent with God’s teaching that the body is his temple and that people need to care for their bodies and respect them. 5. Scripture can provide answers to essentially any problem that is faced by  people.   Verses that say â€Å"through God all things are possible† or â€Å"I can do all things through Christ who strengthens me† (NIV) provide people with the knowledge that they do not have to face problems alone and that there is hope.  Ã‚   When a counselor is allowed to use scripture and the hope it provides, the counselor has a great deal more comforting hope to provide the person who is suffering. The instruction and guidance provided by scripture can provide the counselor with a great deal of information and guidance to help the counselee though most of life’s situations.   It additionally provides more appropriate alternatives to deviant behavior and provides people with ways to resist the temptation of falling back into old unhealthy habits.   In more extreme cases the Bible can show examples of what has happened to people who could not change behavior or are unable to turn problems over to God. In addition to providing the counselor with the most powerful tool available, it can provide a source of comfort and hope for the counselor as well.   When a counselor begins to feel overwhelmed or helpless, the same verses that provide comfort to the counselees facing crisis can provide renewed strength and hope for the counselor. Scripture provides the hope, answers, and promises to help people overcome the greatest obstacles, but they need to follow the directions and examples the Bible provides. 6. Most secular counseling jobs do not allow counselors to use scripture or express their personal religious beliefs to counselees.   The purpose of this is to avoid pressuring people into complying with beliefs that go against their religious beliefs.   In the United States people do have the right of religious freedom.   The rights of others have to be respected by the counselor.   Using prayer in these settings could cause the counselor to lose his job, or the counselee could lose respect for the professionalism of the counselor. Religious counselors have more freedom in this area due to the fact that they are counseling in a spiritual based setting.   When people seek the help of these counselors, they know they are going to a person who uses the Bible as a reference and a basis for the counseling.   Payer is more accepted and sometimes expected in these counseling settings and can be very helpful with counselees who need the hope and guidance of God (Goliath, 2007). A counselor with a new counselee should ask the person if they would like to pray,   this provides the counselee the option of being prayed for if they would like it.   For those who do not feel comfortable with prayer or would not take the prayer seriously additionally have the option of passing on it. The counselor can pray for those who choose against prayer when the session is over.   During the private times of prayer the counselor can ask for guidance to help the person not only overcome the crisis, but to grow more comfortable with prayer and asking God for his help.   Everyone needs prayer, but if a person prefers private prayer or has different beliefs than the counselor, it can either cause the counselee to not return or can cause a setback in the counseling process.   Counselees need to feel comfortable during counseling sessions in order for progress to be made. 6. Sin is often the source of the problems for which people seek counseling.   In  order for the situation to be resolved and the person to get past it, the sin has to at some point be confronted.   The problem is how a counselor should go about confronting the sin.   If the sin is confronted before the counselee is willing to admit that sin is the cause of the problem, there is a chance he will leave and the problem will not get resolved.   If the counselor however spends too much time making the counselee comfortable and avoiding the issue, the sin will not be likely to be confronted and the situation still stands the chance of not getting resolved. In the very first session, the counselor needs to get a back ground of why the counselee has either sought or been referred for counseling.   One of the best ways to do this is to ask him.   Along with this is a good time to ask if there was any sin involved that needs to be forgiven.   If he is able to state the sin and talk about it then the sin should be confronted and resolved very early in the counseling.   Then healing can begin quickly. If the person denies sin as playing a part in the situation, then the instigating situation needs to be discussed in greater detail and possible reasons behind that including sin pointed out.   Once the person is able to understand there is sin in his life, then is the best time to talk about ways to have the sins forgiven both by God and anyone who was sinned against. The best way to confront sin is to ask questions and to provide guidance as  needed.   Direct confrontation often leads people to be offended and shut down, but  questions can lead them to discover the problem on their own.   Although it is never easy to confront someone on sin, a counselor or church leader must do it in order to help those in need overcome the sin (Adams, 1980)

Appropriation of Brand Extension

Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is Appropriation of Brand Extension Appropriation of Brand Extension LITERATURE REVIEW This chapter intends to set the theoretical frame of the thesis by introducing the main areas needed to create the basis of our analysis, shaping the ways towards our own main purpose. Thus, it begins with the roots of brand extension and starts of with the concepts of brand, brand identity and brand hierarchy and then leads into brand extension and explains it as a means of growth for a brand. Narrowing down the scope, it goes into the typology of brand extension and identifies the successful and unsuccessful factors of brand extension. Finally it identifies certain rules for the success of brand extension and looks at different models used for the effectiveness of brand extension. 2.1 BRANDING: In todays world of increased competition and consumer awareness, the marketing of new products has become ever more complex. We have moved into a time where consumers are literate enough to choose their own products on the basis of their judgment and where competition among products and services gives them an opportunity to select the best product that would suit their need. Branding has become one of the most important issues in the launch of a new product. Having functional and emotional attributes attached to it, branding has gained popularity as consumer relates more and more to it. Historically examples of branding can be found as early as 9000 years ago when owners or manufacturers used to give distinctive and distinguishing symbol or name to their property or product. However it was the 19thcentury that arguably saw the dawn of the modern branding era and it was the industrial revolution that caused its birth. It was the industrial revolution that created the mass production t hat meant an ever- increasing proportion of people worked for a manufacturer and not themselves. They no longer needed to mark the products that they produced as their own; rather what they produced was collectively produced for one company. Before we proceed further, lets look more deeply into branding and then link that to the concept of brand extension. 2.1.1 DEFINITION AND EXPLANATION Different scholars have defined the word brand differently as different meaning or contexts have been attached to them. Balmer and Greyser (2003) have given the most explanatory definition of branding explaining both the traditional and their own perspective about branding. They have stepped forward from the traditional definitions of branding and have defined branding on the corporate level having corporate implications. According to them three type of definitions have been identified. The first two are traditional whereas the third one is the advanced version of branding which incorporates their point of view about branding. They are: Erstwhile. In its simplest sense a brand denotes a name, logotype, or trademark and was originally used to signify ownership as with branding of live stock. These are, increasingly, seen to be points of entry to the essence of a brand rather than the essence of branding per se. (Definition similar to the one given in Oxford Concise Dictionary) Established. This refers to the added values that a brand brings to a product. Products may or may not have brand values. Product brand values are superimposed by the organization by its marketing and communication experts and advisers. They are made memorable. In the main, such values are fashioned in the mind; not on the production floor. They are, essentially, synthetic. Whereas products are made in a factory, brand values exist in the mind. Brands can be timeless in a way that products may not be. However Balmer and Greyser(2003) have identified a new understanding about brands. They call this aspect of branding as emergent Emergent. While the category most certainly is established, the fundamental differences between this category and the other two are only beginning to be appreciated. This category refers to brands at the corporate level. Corporate brand values are not contrived; they need to be bona fide. The role of personnel and of culture in establishing and maintaining and understanding corporate brand values is of essence. In the words of Sir Michael Perry, a former Chairman of Unilever, brand is much more than a symbol to differentiate goods and services: In the modern world, brands are a key part of how individuals define themselves and their relationships with one another. More and more we are simply consumers We are what we wear, what we eat, what we drive. This description of brand explains that brand is much more than the physical and functional value that it holds. Its a bundle of attributes both functional and emotional. Thus brands not only meet our physical needs but also address our emotional needs. A blind test was conducted on Pepsi and Coca Cola. It was found that Pepsi was preferred over Coke in regards to its taste. Yet the sales of Coke are much higher than Pepsi that shows that despite being functionally better, people are emotionally attached to coke. Stephen King was Director of planning at one of the largest advertising agencies, J Walter Thompson, when he described brand as: People choose their brand as they choose their friends. You choose your friends not usually because of specific skills or physical attributes (though of course these come into it) but simply because you like them as people. It is the total person you choose, not a compendium of virtues and vices. 2.2 BRAND IDENTITY Brand identity refers to the public image of a product, line or service in the eyes of a consumer. McClendon (2003) considers that brand identity is something that exists in the minds and hearts of the consumers when they hear the name of the brand. He further adds that it is the identity of the brand that provides the real strength to the business. It is the visual link between the company and the consumer. Brand identity includes brand names, logos, positioning, brand associations and brand personality. Upshaw (1995) has identified brand identity as a brands DNA configuration. He supposes that the particular set of brand elements is blended in a unique way to establish how the brand will be perceived in the market place. According to Kapferer (2001), it is critical for each business to understand that the attributes of a brand represent the indispensable elements. Not all brand managers are aware of this. Yet in order to find out which of the extended brand elements is needed to me diate with the market, pre testing is done and this is considered to be the best method to avoid trails and errors. In his book, Aaker (2000) argues that a brand is more than a product. Creating an extension can benefit the parent brand by helping it break out of the box. According to him, there are several reasons for building a rich extended brand identity, reasons that are going to be illustrated in the following figure and explained underneath it. A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate (Aaker, 2000, p. 54). Aaker (2000) considers that the identity of a brand represents what the brand stands for. Taking into consideration that the brand identity is inspirational, it must comprise and reflect the values and cultures of the entire organization. Moreover, customer concern should dominate the strategy of the business. And lastly, Aaker emphasizes in his picture that the extended identity provides a home for constructs that help the brand move beyond attributes. In particular, brand personality and symbols normally fail to make the cut when a terse brand position is developed, yet both are often extremely helpful strategically as well as tactically (Aaker, 2000, p.54). Balmer (2003) has emphasized on the concept of corporate identity and in his historiography model, we are currently in stage 4 in which the emphasis would be on organizational identity, corporate identity, corporate communication, corporate reputation and finally but most importantly corporate branding. 2.3 BRAND HIEARCHY TREE Brand structure can be illustrated logically by using the brand family tree together with all the related sub-brand branches. The figure below can be viewed as an organizational chart. The horizontal and vertical dimensions are grouped after numerous factors such as segment, product, quality and design (Aaker, 2000). The horizontal dimension shows the scope of the brand in terms of the sub brands that lie under the brand umbrella in the box visualized Colgate as a parent brand. The vertical dimension represents the brands and sub-brands that exist for an individual product- market entry (Aaker, 2000). The visualized overview of the whole brand guides the brand managers to keep an eye on its entire brand and to analyze if there are too many or too few. The question is how these brands can be reinforced, what message they deliver to the consumer and what improvements to the particular message can be done (Aaker, 2000). Keeping an eye on this hierarchy is quite important as it enables a company to identify the fit for new extension and also helps to maintain a clear vision of each product keeping in view the rest of the brands in the hierarchy. Thus its easy to maintain fit and leverage in brand extension with the help of this brand hierarchy. Every company would like to see its brand growing and prospering. Brands grow through two principle means. The first mean is called organic growth whereas the second one is called growth through extension. 2.4 ORGANIC GROWTH FOR BRANDS In this case making a brand or product frequently available or adding incentives to the brand makes it more popular. Sales of any one brand increase because what they have to offer becomes attractive to somebody, somewhere. Brands can be made more attractive by improving either the functional or emotional attributes of the brand. Thus in functional attributes we can improve any of the four Ps whereas in emotional one can improve the personality or image of the brand. A good example would be of Coca Cola and their distribution. Not only have they made it available from Atlanta to Zanzibar, from Moscow to Melbourne but also you can buy it from supermarkets, newsagents, cinema, restaurants, street corners, cafà ©, football stadium, pop concert and even at car parks where you have vending machine1. Whilst there are numerous marketing tools to achieve organic growth, this type of growth stems from three things: getting that brand used by more people, getting it used by the same people more often or getting people to use more of it on any of the occasions they use it in the first place. 2.5 GROWTH THROUGH EXTENSION The second and relatively newer way of growing brand is through extension, which is the core focus of this study. Before going into detail about how brands grow through extension, I will firstly define extension and try to differentiate the various types of extensions. Due to the relative immaturity of the concept, there is no standard definition of brand extension and various marketing scholars have given different definition to the same terminology. From the readings that I have conducted of books and research papers, its obvious that around a decade back scholars used to give a more generalized definition of brand extension. The generalization of the definition can be observed from the fact that brand extension was used for extension into both related and non-related products. The following definition will clarify my point of view. In a typical brand extension situation, an established brand name is applied to a new product in a category either related or unrelated, in order to capitalize on the equity of the core brand name (DeGraba and Sullivan, 1995; Pitta and Katsanis, 1995). Also certain research papers indicated that brand extension being generalized was then differentiated into two types as indicated by this piece of research work. Brand extensions come in two primary forms: horizontal and vertical. In a horizontal brand extension situation, an existing brand name is applied to a new product introduction in either a related product class, or in a product category completely new to the firm (Sheinin and Schmitt, 1994). A vertical brand extension, on the other hand, involves introducing a brand extension in the same product category as the core brand, but at a different price point and quality level (Keller and Aaker, 1992; Sullivan, 1990). In a vertical brand extension situation, a second brand name or descriptor is usually introduced alongside the core brand name, in order to demonstrate the link between the brand extension and the core brand name (e.g. Marriott Hotels, Courtyard Inn by Marriott). Most recently the word line extension has been given to extension done in the same product category whereas brand extension would refer to extension in unrelated products and in this study I will undertake this understanding of extension. Taylor (2003) has referred to them as direct and indirect stretch. Jobber (2003) has given the term brand extension to line extension whereas brand extension has been referred to as brand stretch. The current emphasis on the subject has been due to its enormous success. Consumers being the end users have become friendlier to the concept and are now accepting it as illustrated on the next page. Its obvious from this graph that consumers are becoming much friendlier to the concept then they were a decade ago and this shows the popularity of the concept and the frequency at which it has been used in the past decade. Lets get an insight into the various types of extension. 2.5.1 LINE EXTENSION OR DIRECT STRETCH Line extension is defined as being a variant of the same basic product. It might be a new flavor or a new size. Basically its a slight variation to the original product. Examples would be of Colgate. We used to have Colgate regular but now we have Colgate total, Colgate Max fresh Gel, my first Colgate for kids, Platinum, Deep clean etc. The basic purpose of this strategy is to encourage more people to use a brand. It can also be considered as a first step towards brand extension. But the only bad thing about too many variations in the products or having too many line extension is that it may confuse the user in regards to which product should he/she use. Also it may cause a cannibalization affect within the product range. 2.5.2 BRAND EXTENSION OR INDIRECT STRETCH Brand extension on the other hand would refer to extending your product range into a product category that wouldnt be commonly associated with it. A simple definition described below will illustrate my point of view. Brand extension is using the leverage of a well known brand name in one category to launch a new product in a different category. (Brandextension.org) Giles Lury in his book about Brand Watching has defined brand extension as: Brand extension is the use (and occasional misuse) of an existing brand name and equity to launch a product or service into a category or market not normally associated with that brand. (Lury, 1998) Thus in contrast to earlier scholars, who had generalized the concept of brand extension, new researchers have distinguished the concept well from line extension. 2.6 RATIONALE BEHIND USING BRAND EXTENSION Brand extension has gained a lot of popularity and is considered to be the key tool for launching new innovations. A survey was conducted by Brand gym in 2003 in which marketing directors were asked about brand extension. The following graph illustrates the response. The results indicated that 83% of the marketing directors thought that brand extension would be the main way of launching new innovation in the next two to three years. Yet research has also shown that only 50 percent of brand extension survives after the first three years. Firstly brand extension differs from line extension because where line extension offers customers more varieties or styles of the original brand in its original market, a brand extension takes an existing brand to pasture new ones. Taking Mars as an example we see that the original chocolate bar has been line extended into different styles including Mars Kingsize, Mars miniature and for a limited period Dark chocolate Mars. However when Mars launched the Mars ice cream, it entered a new market for the brand and as such had extended the brand franchise. Mars also extended into flavored milk drinks market with Mars in a bottle. The rationale behind brand extensions popularity is that its difficult and expensive to launch a completely new brand. The most often quoted statistic being that nine out of every ten new brands fail. New brands are therefore seen as a high, though sometimes high return strategy. On the other hand, brand extension is a cheaper and more reliable method of building on what already exists. Not surprisingly companies who have already invested a lot of money in creating a brand are keen to maximize its full potential. Finally it can be concluded that companies would like to leverage and thus give initial success to the new brand by exploiting the equity that has been established by the parent brand. 2.7 KELLER AND AAKERS WORK ON BRAND EXTENSION Keller and Aaker (1998) extending on their typology of product range extension and corporate brand extension have examined the impact of corporate marketing on a companys brand extension. In their research paper they have described how consumers evaluate brand extension in general and then concentrating on corporate brand extension, they have studied the impact of corporate marketing on consumer evaluation of corporate brand extension in the presence and absence of supporting product advertising. The initial research work describing product brand extension is as follows: Research on consumer responses to extensions of product brands, suggest that two key factors influence consumer evaluation. the types of association that make up the parent brand image the relationship between the parent brand and the extension product These factors affect the consumer belief about whether the new product fits as a member of the product line. In sum, the record therefore suggests that a variety of different associations for the parent brand can be transferred to an extension, assuming a basis of fit exists. Now an extension that they made in regards to brand extension was that they applied this concept to corporate brand extension. But before going further its important to know Aakers three dimensions of corporate credibility. They are: 1. Corporate expertise is the extent to which a company is thought able to competently make and sell its products and services. 2. Corporate trustworthiness is the extent to which a company is thought to be honest, dependable, and sensitive to consumer needs. 3. Corporate likability is the extent to which a company is thought likable, prestigious and interesting. This results gathered from this study have strategic implication both to the benefits/risks associated with brand extension and also to the effectiveness of brand extension. Thus a summary of the results are as follows. Firstly by showing that corporate marketing related to product innovation enhances perceptions of corporate credibility and extension fit, and thus much favorable extension evaluations, this study showed benefits for brands with reputation of high quality products. Secondly this study provided a more detailed account of particular dimensions of corporate credibility, namely corporate expertise, trust worthiness and likeability. Thus this study concluded that corporate expertise appeared to play a more influential role in evaluation of corporate brand extension than either corporate trustworthiness or likeability. Thirdly this study suggested the merits of leveraging a strong brand to introduce a new product. One advantage of using a brand extension strategy to name a new product is that a less concerted advertising effort may be necessary. To the extent that brands extensions are able to leverage existing parent brand associations in consumer memory, a company should find it easier to achieve brand image with an extension branding strategy instead of giving a new product a new name. The fact that corporate marketing activity impacted consumer evaluations of a corporate brand extension in the absence of any product specific advertising is further an empirical support for the benefit of adopting a brand extension strategy. Fourthly this study suggested that corporate marketing activity significantly influenced extension evaluations even when the extension was advertised on the basis of another image dimension point. Thus corporate image associations are more likely to transfer to an extension on the basis of the branding strategy. Lastly this study also suggested that where a company is in a situation of having a trade off between various strategies like reinforcing a strong association, strengthening a weak association or creating a new association, then it wholly depends on the situation of each of the elements to decide which strategy to choose. For example: In some cases, existing associations may be so strong that they may be better off emphasizing other information to fortify a weak or supply a missing association. 2.8 TYPES OF BRAND EXTENSION Limited work has been done on the typology of brand extension. From various research papers, books and websites that I have consulted regarding brand extension, very few have distributed brand extension into different types. (Brandextension.org) have generated the following typology of brand extension taking functional and emotional attributes of the brand into consideration. 1. Similar product in a different form from the original parent product. This is where a company changes the form of the product from the original parent product. An example is (frozen) Snickers Ice Cream Bars. The original Snickers bar is a shelf stable candy. The brand extension is a similar product, but in a different form. Jell-O Portable Pudding and Pudding Cups is Jell-O pudding in a different form and section of the store. 2. Distinctive flavor/ingredient/component in the new item. When a brand owns a flavor, ingredient or component, there may be other categories where consumers want that property. E.g. Peanut butter is a characteristic ingredient in Reeses Peanut Butter Cups candy. Chocolate is a characteristic ingredient of Hershey. Brand Extension Research identified Reeses Peanut Butter as a logical extension that capitalizes on this association. 3. Benefit/attribute/feature owned. Many brands own a benefit, attribute or feature that can be extended. E.g. Brand Extension Research showed Armor All brand was defined by automotive surface protection which can go beyond vinyl dressing. Paint needs protecting also. Arm Hammer owns a benefit of deodorizing. Their baking soda product has claimed that it removes odors from refrigerators, etc. As a result, they extended the brand into other products such as Arm Hammer underarm deodorant and cat litter deodorizer. 4. Expertise. Over time, certain brands may gain a reputation for having an expertise in a given area. Leverage can be achieved when extending into areas where this special expertise is deemed important. E.g. Hondas expertise in reliable engines led to lawn mowers, gas powered generators and a variety of other gasoline engine powered devices. What brand comes to mind when we think of baby products? Gerber. As a result of this acceptance of their expertise, they successfully launched Gerber Baby Powder, Gerber Baby Bottles, etc. Sara Lee is known for baked desserts, so why not other baked goods like bread. 5. Companion products. Some brand extensions are a natural companion to the products the company already makes. E.g. Contadina was a tomato paste and sauce brand. In brand extension research, consumers thought Contadina pasta was a logical companion product that would have the leverage of the Italian heritage of the parent. Aunt Jemima (the pancake mix brand) launched pancake syrup, as a companion to compete with Log Cabin syrup. 6. Vertical extensions. Some brand extensions are vertical extensions of what they currently offer. A brand can use their ingredient/component heritage to launch products in a more (or sometimes less) finished form. E.g. Nestlà ©s Toll House chocolate refrigerated cookies is an example. Most Toll House chocolate chips are used in cookies, so why not make a brand of Toll House chocolate chip cookies. Mrs. Fields Cookies were ready-to-eat. They offered frozen cookie dough, moving backwards as a vertical extension. Rice Krispies has always been used in kids treats. Kellogg offered Rice Krispies Treats ready-to-eat. 7. Same customer base. Many brand extensions represent a marketers effort to sell something else to its customer base. This works particularly well when that customer base is large and to some extent captive. E.g. VISA launched travelers checks directed to its credit card customers. 8. Designer image/status. Certain brands convey status and hence create an image for the user. E.g. Designer clothing labels have been extended to furniture, jewellery, perfume, cosmetics and a host of other items. Some brands promote a lifestyle and can extend to items that people wear, as a badge of identifying themselves with that lifestyle. The above-mentioned typology is quite useful as it indicate the key areas where extension is done along with the methodology used to extend the product line. Yet it must be said that not all research work would agree with this typology as it is felt that certain types confuses line and brand extension or in ways generalizes it more to extension rather than brand extension. For example: Adding attribute to the products in the same product line would be line extension and not brand extension. Still it is a good base for my research work and also for further research into the typology of brand extension. Aaker (1998) has described two types brand extension differentiating the concept on a corporate level. The first type described by him is product brand extension. A company makes a product brand extension when it uses an existing brand name distinct from its corporate name to introduce a new product outside its current product offering. With product brand extension consumers are often completely unaware of the company involved. The second type described by him is corporate brand extension. A corporate brand extension is one which relies on the corporate name to launch a new product . A corporate brand extension clearly identifies an organization with a product, and so evokes different reactions from consumers than a product brand extension. A corporate brand may create associations in consumers minds that reflect the values, program, and activities of the firm. 2.9 SEQUENTIAL STRETCHING AND UMBRELLA BRANDING Extension to parent brand is usually a sequential process in which brands are initially line extended and then brand extended. This sequential stretching of brands leads to the formation of a whole family of brands thus giving rise to the concept of Umbrella branding. As the name indicates, umbrella branding refers to extension of a parent brand into a variety of products such that a whole range of products would come under the same brand. Taylor (2003) has divided the sequential extension into three main steps namely core brand extension, direct stretch and indirect stretch. I will illustrate the concept using Dove as an example. Brand extension was a key driver of Doves explosive growth during the 1990s. Coupled with geographic expansion, it helped grow sales fivefold, to almost $1 billion. The brand continues to grow at 20 percent per year and is well on its way to hitting the $ 2 billion mark in the next few years. Let go through the sequential process and apply it to Dove. The first and most crucial step to be noted is that Dove didnt extend its product line until it had achieved the following two things. †¢ A strong bar business had been built †¢ The brand had satisfactory scores on attributes rating for mildness and moisturizing. An important thing to be noted is that extension took place only after Dove had secured its soap bar business and had improved it. Thus once there was strength in the brand, it extending it to other products. Stretching went through the following stages. Stage One: Core Range extensions: Dove remained a product brand with a single format at this stage. It extended (line extension) its product range by adding new versions such as sensitive skin that now accounts for up to a third of sales. Further growth of the bar through product and pack innovation, remains a key source of profitable growth. Diagrammatic illustration of this step would indicate the extension into the two types. Stage Two: Direct stretch: In this stage extension is done into markets that are quite relevant to the product line. In the case of dove, it extended its product range into bath and shower products. Yet till now dove is focused on personal washing. The key reasons of dove extension at this stage were strong product delivery and innovative packing that differentiated them from other products in the range. The following diagram illustrates their stretch in to shower and bath products. Stage three: Indirect stretch: Capitalizing on their skin care outlook, Dove decided to be ambitious and to move beyond the washing and bathing market. Although they started off selectively, they introduced products like deodorants and hair gels etc. that were once again a big success. This process of broadening a product range is referred to as Umbrella Branding as illustrated by the diagram given below. The dove success has been due to consistent marketing and a consistent communication campaign. Consistency has been a key part of building brand identity and has been an additional glue to tie together the extension. 2.10 BENEFITS AND DRAWBACKS ASSOCIATED WITH BRAND EXTENSION Brand extension being the most popular mean of brand growth has some surprising statistics. Success rate of brand extension is hard to find, especially as what constitutes a success varies enormously. Yet a survey conducted by OCC using a simple and effective definition of success (still being on shelf after six years after launch) found out that 50 percent of all brand extension fails. This figure is certainly an eye opener for most companies as half of the product fails using brand extension. Taylor (2003) has associated this huge failure figure due to Brand ego tripping and also gives effective steps to avoid it. But before we go into the detail of this concept, lets look into the benefits and drawbacks of brand extension. 2.10.1 BENEFITS ASSOCIATED WITH BRAND EXTENSION The remarkable popularity of the concept over the last decade is a confirmation of the fact that there are marked benefits that can be associated with brand extension. Taylor (2003) has described the consumer benefits of brand extension in which he has identified consumer knowledge, consumer trust and lower cost as the major benefits of brand extension. Tauber (1988) has differentiated the benefits on the basis of efficiency and effectiveness emphasizing more on the cost benefits. An existing strong brand promotes a new product or service as there is less need to create awareness and imagery. Thus in a way awareness is already present and the only thing left is