Brand Extension Essay Example for Free

Brand Extension Essay Brand extension is a marketing strategy according to which a company marketing a product or a service launches a new offering (product or service) that is related to the one of the existing brands of the company, but offers different benefits and/or targets a different segment. Organizations use this strategy to increase and leverage upon their brand equity. When a firm is introducing a new product, it has the following 3 choices on branding: 1. Developing a new brand for the new product 2. Using the existing brand for the new product 3. Combining the new brand and the existing brand The use of 2nd and 3rd strategy is referred to as brand extension. Brands may be classified as one of the following: Parent Brand: If an existing brand gives birth to a brand extension, it is referred to as parent brand. Sub Brand: When a new brand is combined with an existing brand, it is called as sub brand. Family Brand: If a parent brand has links with multiple brands through brand extensions then it is called as family brand. There are a large number of ways in which brand extension can be accomplished. One of the vital differences is if the extension is in the same or different category of the product. Thus they can be classified as: vertical or horizontal extensions. Vertical extensions refer to the introduction of a related brand in the same product category but having a different price and quality balance. Vertical extensions offer the firm a quickest way to leverage upon the core product’s equity. As an extension strategy, vertical extension is widely practiced in many industries. For example, within automobile industry, the various brand models attempt to offer different price-quality bundles to attract various market segments. Often a product is extended in an attempt to just gain more of the market share. New product introductions using vertical extensions can extend in 2 directions, upscale and downscale vertical extensions. The vertical brand extension is that type of new product introduction that seems to be carrying less risk and seemingly having more appeal to management. The new product which is being introduced is in the same category as the parent product; aims at a same market segment as the parent, and may or may not enjoy the same acceptance as the parent. Upscale extensions involve a new product introduction by the firm with higher price & quality characteristics than the original product. It involves a new product introduction with lower price & quality characteristics than the original. Downscale vertical extensions may target sampling to a new segment, and bring some gain in market share. Generally, horizontal brand extensions either use or extend an existing product’s name to a new product in the same product category or to a product category new to the organization. There are 2 types of horizontal extensions which differ in terms of their focus area. They are termed as line extensions and category extensions. All the customers differ in terms of their usage needs. The brand has to fill the market with variety of products as per the needs of the segments. If a parent brand is used to brand a new product that targets a new segment in the market within the same product category that was previously served by the parent brand, it is called as line extension. Line extension leads to the addition of a new and distinct flavour or ingredient to the category. It sometimes might also lead to a new application for the brand or an introduction of a different form or size. For example, Bisleri is the pioneering brand in category of mineral water. Originally, Bisleri started off with 1 ltr bottle. But recently, the brand has launched bottles of different sizes and quantities. Brand Extension. (2016, Dec 08).

Immigration and the challenges associated with socio-political Essay

Immigration and the challenges associated with socio-political integration in the European Union - Essay Example While the government has framed policies aimed at diluting specific differences that hamper active social participation and economic inclusion, differences associated with cultural identities have been fashioned into new processes of delineating and being a ‘true’ European. The governmental policies that aim at resolving differences between the native population and immigrants face major challenges owing to the large number of immigrants entering the EU from various developing nations. There are growing concerns about the immigration policies in both receiver and sending countries, wherein there are speculations about a large-scale increase in migration flows in the near future. According to various reviews, calculations on future flow of immigration from developing nations to the EU show that there may be 13.5 million immigrants within the EU, from the year 2000 until 2050 (Mansoor and Quillin, 2007). The calculations that give an average estimate are based on various e conomic and demographic factors significant in determining immigration flows. Along with these numbers, one must also take into consideration political, social and cultural aspects of the immigrants, owing to the intricate nature of the issue, closely related to human trafficking, irregular migration, and shifting borders. The demographic framework of a nation is greatly affected by migratory  movements, and owing to the inherent differences   in  socioeconomic and   demographic   structure   of  the immigrant   populations   in regard to   the   host   population,   migration   flows   significantly influence public expenditure, income distribution, demographic  evolution,   social  stratification  along with economic development (Amin,  1995).   With rising economic challenges emerging from a steady increase in elderly the population within  European  societies,  the  European  Commission  regards the  entry  and  integra tion of immigrants  within the EU  an added demographic challenge  that involves providing better living and working conditions, employment,  and education  for the immigrants and  working out a long-term, sustainable  budgetary plan (Linz and Stula, 2010). Immigration  may be triggered due to various reasons that may vary from political, economic, or personal  reasons,  while migration may also be  voluntary  or  even forced, and the later often involves human trafficking  (Kraler, Kofman, Kohli and Schmoll, 2011).  From a historical  perspective,  Europe  has always faced  migration  from different parts of the world. Prior to WWI,  during  the era of industrialisation,  there were large-scale transatlantic  labour migrations. Post WWII, during the period of severe economic crises and reconstruction,  Europe  became  an  important  destination for many immigrants.  This  was  mainly  due  to  large numbers of la bourers migrating  to the European continent from  various  parts  of  the  world  due to  work  shortage in their own countries (Castles and Miller,  2010). At this time, there were also intra-European  migrations, where  labourers  from  south  Europe  moved to various west European nations.   Subsequently there were  settlements  established, and  families brought over for reunification. Besides labour migration,  there were war refugees and  natural disaster  refugees that came  to  Europe  from the former USSR, Africa and the  Balkans, thus further adding to the social and cultural diversities within the EU population. In this context, the essay will review various research papers and analyse the different challenges associated with

Looked After Children Essay Example | Topics and Well Written Essays - 2000 words

Looked After Children - Essay Example The Refugee Act, as amended, incorporated the 1951 Geneva Convention and the 1967 Protocol into Irish Law and with it our international obligations" (Separated Children Living in Ireland, 2009, p7). Article 42(5) of the Irish Constitution states: "State as guardian of the common good, by appropriate means shall endeavour to supply the place of the parents, but always with due regard for the natural and imprescriptible rights of the child" (Separated Children Living in Ireland, 2009, p14). "Of the 9 accommodation centres, 7 are not registered or inspected residential centres, contrary to the requirement that all children's residential centres be inspected by the Social Services Inspectorate under the Child Care Act, 1991" (Separated Children Living in Ireland, 2009, p22). Inconsistency exists in how separated children are treated and cared for in Ireland, with different sections of the Child Care Act, 1991 being used by different professionals, depending on where they are working around the country. In some instances, separated children are treated as homeless children under section 5 of the Act and are placed in hostel accommodation. They are therefore not received into the care of the Health Service Executive (HSE) and do not benefit from the potential to be allocated a social worker, or care planning. In Dublin, by comparison, separated children are dealt with under section 4 of the Act and are taken into the care of the HSE. England The government policy for all children in England is "every child must be healthy, safe, enjoy and achieve, and make positive contribution" (McAuley, Professor Colette; Children in Care in the Republic of Ireland: Some Statistics and Comparisons). The key objectives are to improve outcomes in these areas for all children and narrow the gap between outcomes for LAC, and children in the general population. However, there is "considerable gap in the attainment levels and qualifications achieved by children in care and their peers in the general population, leaving care literature found that the level of qualifications achieved whilst in care was a strong predictor of their outcomes in adult life. "Only 6% care leavers in England gain 5 or more GCSEs grades A-C compared with 53% of all children and over half leave school with no formal qualifications of any kind, less than 1% care leavers go on to higher education/university compared with 43% of young people who live with birth parents" (McAuley, Professor Colette; Children in Care: Educational Outcomes). The administration of child welfare was satisfactory although the number of children found to have mental health disorders was rather high. In the "first national prevalence survey of over 10 000 children aged 5-15 years in Great Britain, 10% of children had a mental health disorder. Of this, 5% had clinically significant conduct disorders, 4% had emotional disorders and 1%