Brand Strategy and Its Extendebility

Brand Strategy Activity and its Extendibility

Brand Strategy:

Brand strategy is a decision making process for handling of the brands effectively. Brand strategy doesn't focus on positioning the brand it focuses on positioning the customer.

Here we will discuss about the given brand and its recently Proposed Extension and whether they are successful in today's market:

1.) Montblanc : Montblanc is a very famous German brand. It is famous for its 'Pens', 'Watches' and 'leather' products and it is widely acceptable. It also produces Sunglasses, cufflinks etc. But they could not create the same image as pens or watches for their other products in the market. It's a very famous brand and I think if they do more promotion of their new and different products like cufflinks, Pocket knives etc. it could also be successful in the market.

2.) Evian : Evian is a famous French Multinational Brand for its luxurious Mineral Water. The first thing associate with Evian comes to people's mind is mountain and its fresh and natural mineral water. Evian also came up with skin care / high-end spa business but it is not so successful in comparison to other spa. And could not create the same image as Evian mineral water. Therefore according to me they should concentrate on more on Mineral water rather than spas.

3.) Starbucks : Starbucks is an American global coffee company. It is a largest and most successful coffee house in the world. It is famous for its various coffee in a reasonable price. Starbucks Corporation also made an entry in the Film and Promotion business last year but it was disappointing and they were not successful. According to "The Wall Street Journal" Starbucks still sticks with its Film-Promotion Plan.

4.) Trump : Trump Entertainment Resorts is a holding company that owns and manages hotels and casinos in United States like "TRUMP Taj Mahal" and "TRUMP Plaza". Trump Ent. Resort is a huge property and is very successful in this business. They also came up with many different business such as 'Trump Vodka', 'Trump Mortgage', 'Trump Airlines' etc. but they are unable to meet the market requirement and failed in all these business. Therefore they should concentrate in their hotel business only.

5.) Xerox : Xerox is an American multinational company that produces and sells black-white and colour printers, Photo copy machines etc. and it is also very successful in today's market. Xerox corporation also introduced Plasma T.V in the market but there were many problems like half blue screen, Black lines across screen, flashing light etc. and apart from that there are many different brands like SAMSUNG, SONY etc. who are very successful in producing Plasma, LCD and LED T.V and people are