Appropriation of brand extension

Share through Email A strong brand name is an invaluable asset; managers must know when to exploit it, when to protect it, and how to tell the difference between the two. Doing so can be enormously profitable, but it can be dangerous, too:

Appropriation of brand extension

Of course, the former is a much larger portion of the debate, and the latter is almost always a huge straw-man argument that few people actually make, but serves to bolster the idea that anyone who takes issue with cultural appropriation is a hysterical hater.

That might not be clear when you first start looking into the issue, however. I bring this topic up precisely because it does scare and confuse and inflame. Except I want to avoid all that negative stuff as best I can.

Much like in the post on what to call usI present you with my thoughts on the matter, recognising that there are legitimate arguments for and against my various positions.

Not for me, not for you. If easy answers is what you seek, I shall leave you disappointed. Because so much has been said on this topic about colonialism and racism and marginalisation and so forth, I wanted to add in a few points from a related but slightly different perspective than I often see discussed.

First, some resources A lot has been said on this issue, and although I do a lot of in-my-head work, I also read what other people have to say about these things.

I tend to focus on cultural appropriation as it relates to native peoples, though this issue is hardly limited to us. The blog Native Appropriations is a great place to do some reading.

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It is honestly one of the best resources I have ever seen, so please give it a gander! There is no punchline actually. Each one of these things is a symbol, a visual recognition of a certain kind of achievement. The symbol is important, but only because of what it represents. Without that deeper meaning, the Victoria Cross is gaudy jewellery, a Bachelor Degree is just a piece of paper, the Giller Prize is abstract art and an eagle feather is just ornamentation.

These symbols are restricted to those who have fulfilled certain criteria. Yes, there are people out there who would mock the symbols and wear representations of them for kicks. There are also people who would lie about their achievements and pretend to have earned what the symbols represent.

Sometimes these kinds of claims are met with criminal sanction, so seriously do we take this sort of thing. Restricted versus unrestricted So there are a category of symbols in Canadian culture which are restricted within that culture.

Not everyone can use those restricted symbols. There are rules about how you have to earn them, who can fashion the symbols themselves for you, who can present you with these symbols, and even sometimes what you can do with the symbols.Feb 07,  · When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner?

Sometimes, though, the launch of a new product featuring a well-known brand is such a mismatch the reaction is more like What were they thinking?. Brand extensions are all around us.

Section of the Constitution provides: “(1) When an organ of state in the national, provincial or local sphere of government, or any other institution identified in national legislation, contracts for goods or services, it must do so in accordance with a system which is .

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.

Appropriation of brand extension

The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity. Albert Phillips September 11, – November 1, Graveside Funeral Service for Albert Gale Phillips will be held at a.m. on Saturday, November 10, at the Bent/Las Animas Cemetery Elder Chapel in Las Animas, CO.

A brand name can fail to help an extension or, worse, can create subtle (or sometimes not so subtle) associations that hurt the extension.

Appropriation of brand extension

Worse still, the extension can succeed, or at least survive, and damage the original brand by weakening existing associations or adding new, undesirable ones. 1 Consumer Response to Brand Appropriation Johnny Graham Doctoral Student Fox School of Business Temple University Abstract In this paper I explore the contextual consequences of brand appropriation.

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