Brand Extension of GUCCI--Assignment代写范文

Assignment代写范文:“Brand Extension of GUCCI”，这篇论文主要描述的是在现代的企业市场营销中使用品牌延伸的方式来设计产品销售成为一种常见且有效的推广方式，对于企业而言品牌就是一个非常重要的无形资产，能够给予消费者一种质量有保障的感觉，然后在通过以原有热销产品的基础上对产品进行新的设计和延伸，这种品牌延伸的方式对于企业品牌的推广有着不可忽视的重要作用。

Brand extension is a very popular way to launch new products. Every year nearly 82% of the new product introductions of brand extension are introduced. This is not surprising, because the brand can be used as signal quality and to communicate to the consumer's unique symbol attribute for consumers and businesses to reduce risk. In addition, ignore the external situation elements, when consumer evaluation of brand extension. Brand extension is not introduced in vacuum; When a consumer evaluation of brand extension, they do so in a lot of situational factors. In consumer behavior, for example, recent studies suggest that the transient conditions caused by state of mind can influence how consumers process information. Circumstances can trigger mating consumer mentality is also very frequent. Is the ideal person of the opposite sex, for example, on the Internet, or on TV can activate thinking mating. Similarly, dating, or even dating web site can induce mating mentality. In fact, according to a survey, adults often think about mating. In particular, young men and women reported their external cause they think many times a day. Therefore, this article is intended to identify the brand extension with the brand Gucci in the Restaurant.

语境与理论背景Contextual & theoretical backgrounds

The consumer's attitude toward brand extension is an important variable in determining the expansion of the consumer acceptance. Bad attitude, once established, difficult to change and avoid may cause the consumers of the brand. As a result, it can be said the success of a marketing plan depends on the brand association in consumers, create favorable, in turn, will lead to positive affect the overall image of the product brand. Previous research has shown that consumers widely suspected of brand extension too far at the core of the brand's identity. When consumers think similar or consistent with the original brand extension products, they are more likely to be the parent brand new extension products will take an active attitude. In other words, when consumers have a positive brand attitude towards parents, higher level for an extended between the parents and the brand, consumers perceived, will lead to more positive comments.

Consumers are willing to try the brand extension of brand high trust and praise. It points out that the consumer's knowledge and belief of a strong brand can make up for low direct knowledge of brand extension, and evaluation of brand extension. In these strong brands belief seems to be many definitions of intersection and trust. It shows a strong brand extension strategy of brand trust will benefit more from less than trust rivals.

Consumer's attitude toward brand extension depends largely on the extension product marketing support. Advertising audience will perceived image of the corresponding brand than those who don't contact with any form of communication. He concludes that parents' brand advertising positive impact between cooperation and expand, eventually lead to the expansion of the better brand image. Similarly, repeated exposure to invoke the required parent brand advertising association provide consumers with better opportunities and related extension and their current brand beliefs and establish proper brand and the connection between the extension products. Mother brand advertising will also improve the spiritual connection between the brands and expand. Synthesis of the spread of positive contact, the entire brand knowledge network, further enhances the brand awareness, lead to positive comments on the brand extension.

Brand provides consumers with three kinds of interests: functional benefits (functional exercise), symbolic interests (symbolic) benefit and experience (experts). According to the explanation of the concept of the three of them, and consumer behavior common sense (people buy brand is in order to meet the requirements of the physiological and psychological needs), functional stakeholders attribute can be included in the product (or rational) functions, can be included in the class has nothing to do with the product attribute (mental or emotional). The author believes that any core brand is made up of work can sex and rational (Chematony expression rather than a heart on sex) composed of two kinds of attributes, namely any brand has the duality, only different sizes of duality, constitutes the core brand differences.

方法论 Methodology

It emphasizes the importance of the problem encoding successful communication process, especially in market research, have been able to listen to the language of the respondents successfully, different gender and age, and level of education, occupation and income. Therefore, the study focus on the best practices below problem length, wording and issues orders, in order to avoid the negative impact of the sample quality as nonresponse - with the passage of time has been shown to increase or the accuracy of the data due to respondents misunderstood or deliberately lying on to answer the question. In addition, it should remember that good practice in terms of these problems in the international research is particularly important because it helps to reduce the influence of different culture and language.In addition, the questionnaires are designed on the Appendix A.

For simple random sampling dataset, please open an empty dataset in SPSS. This dataset would consist of one variable namely ID, so create one in Variable View. Let say, we have a list of participants (our sampling frame), from which we would like to select 62 participants from this sampling frame by simple random sampling. In Data View, key in identification number from 1 to 20 to simulate this situation (of having 20 subjects) under variable ID. Save the generated dataset with 20 subjects as simplerandom.sav.

讨论与建议 Discussion & recommendations

I can feel the Italian craftsmanship in Gucci’s products I can feel the elegance elements in Gucci’s products. I can feel desirability elements in Gucci’s products. I can feel sophistication elements in Gucci’s products. Owing a Gucci’s product is glitter. Gucci is a famous brand in my mind. When I see the red-green line, I know it is a Gucci’s product.

The recommendation should be summarized as follow: the restaurant should extent the brand of the Gucci. The image of the brand should be enhanced on the usage of the image.

执行概要 Executive summary

Gucci is a famous brand around the world, so that the extension of the brand to the restaurant could a hot topic in the discussion.

In the research of the Gucci brand, the questionnaires have indicated that the customers are willing to imply the image when they eat in the restaurantbecause the brand could improve the happiness when they are eating. From the feeling of the customers, they are willing to enjoy in the restaurants.

The result has improved the confidence of the customers to use the brand of the Gucci which is directed to the positive brand image so that the Gucci could be extended the use to the restaurant.

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