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FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATIONJenni AlahuhtaTRANSFERRING BRAND EQUITY HIERARCHICALLY THROUGH REBRANDING Case Capri code Master’s Thesis Department of Marketing May 2009UNIVERSITY

How to fill out transferring brand equity hierarchically

How to fill out transferring brand equity hierarchically

1. Step 1: Start by identifying the top-level brand you want to transfer equity from.
2. Step 2: Determine the sub-brands or product lines that are associated with the top-level brand.
3. Step 3: Assess the current equity of each sub-brand or product line.
4. Step 4: Develop a hierarchy for transferring brand equity based on the assessment.
5. Step 5: Communicate the hierarchy to relevant stakeholders, including marketing teams and product managers.
6. Step 6: Implement strategies to transfer brand equity hierarchically, such as leveraging the reputation and recognition of the top-level brand.
7. Step 7: Monitor and evaluate the effectiveness of the brand equity transfer process.
8. Step 8: Make adjustments or refinements to the hierarchy as needed to optimize the transfer of brand equity.

Who needs transferring brand equity hierarchically?

1. Companies or organizations with a portfolio of brands or product lines.
2. Businesses undergoing brand restructuring or integration.
3. Marketers and brand managers looking to leverage the equity of a well-known or successful brand throughout their product line.
4. Companies seeking to improve brand recognition and reputation across all levels of their brand hierarchy.
5. Organizations aiming to streamline and clarify brand messaging and positioning.

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What is transferring brand equity hierarchically?

Transferring brand equity hierarchically is the process of moving the value and reputation of a brand from one level to another within a company's organizational structure.

Who is required to file transferring brand equity hierarchically?

Typically, the marketing or brand management team within a company is responsible for filing transferring brand equity hierarchically.

How to fill out transferring brand equity hierarchically?

Transferring brand equity hierarchically can be filled out by assessing the current brand value, determining the desired level of transfer, and implementing a plan to effectively move the brand equity.

What is the purpose of transferring brand equity hierarchically?

The purpose of transferring brand equity hierarchically is to strategically position the brand within the company's structure to maximize its value and impact.

What information must be reported on transferring brand equity hierarchically?

Information such as the current brand value, the intended transfer level, the timeline for the transfer, and the strategy for implementing the transfer must be reported on transferring brand equity hierarchically.

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