Markenführung in der Fleischwirtschaft – zum Markentransferpotenzial der Marke Wiesenhof

The meat sector is the largest branch in the German food economy. It is characterized by a dominance of cost leadership. Against the background of an increasingly ruinous predatory pricing policy, we analyze the potential of brands introduced into new markets by brand extension. Therefore, consumption-psychological (strength of the parent brand, perceived quality of the parent brand, perceived transfer-fit) as well as economic (conjoint analysis) approaches are applied. The results reveal a group of 25 % of consumers who show a price inelastic buying behaviour and who can be seen as a suitable target group for manufacturer’s brands. The example of the poultry brand Wiesenhof shows that brand extensions are an appropriate tool to introduce brands into the financially weak red meat sector.


Variant title:
Brand management and extension strategies in the meat sector – the example of Wiesenhof
Issue Date:
2006
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN 0002-1121 (Other)
PURL Identifier:
http://purl.umn.edu/97182
Published in:
German Journal of Agricultural Economics, Volume 55, Number 3
Page range:
142-151
Total Pages:
10




 Record created 2017-04-01, last modified 2017-08-25

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