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55-471: Saturday Night Fiber was somewhat of a Benicàssim spin-off ; organisers of the festival said that they created the festival to "geographically diversify the cultural offering of its brother festival", and had spent a number of years looking for a second location since the first Benicàssim in 1995. In contrast to Benicàssim, the festival lasts overnight, as opposed to a full camping music festival . The 2008 inaugural festival took place on July 19, 2008, during

110-647: A Mercedes-Benz 300 SL Gullwing, a 1929 Bentley 4½ Litre ("Blower Bentley"), one Bugatti Type 57SC Atlantic , a 1937 Bugatti Type 57SC Gangloff, a Porsche 911 GT3 RS , a Bugatti Veyron , a 1930 Mercedes-Benz SSK "Count Trossi" (aka "The Black Prince"), a 1938 Alfa Romeo 8C 2900B Mille Miglia. and a rare Lamborghini Reventón Roadster. His cars have won " Best of Show " at the Pebble Beach Concours d'Elegance twice, his 1938 Bugatti Type 57SC Atlantic won in 1990 and his 1930 Mercedes-Benz SSK "Count Trossi" roadster won in 1993. In 2005 his collection

165-528: A benign brain tumor and made a full recovery. Lauren owns a 17,000-acre cattle ranch in Ridgway, Colorado , and a 17,000 sq foot manor built in 1919 in Bedford, New York . Ralph Lauren is well known as a collector of automobiles, with about 100 automobiles, some being extremely rare. He owns a 1962 Ferrari 250 GTO , two Ferrari TRs , three 1996 McLaren F1s (one of them an ultra-rare McLaren F1 LM ),

220-747: A film producer and actor; David Lauren (b. 1971), an executive vice president at Ralph Lauren Corporation ; and Dylan Lauren (b. 1974). In September 2011, David married Lauren Bush , granddaughter of former U.S. President George H. W. Bush . Lauren and David have three children and live in Manhattan. Dylan Lauren , owner of Dylan's Candy Bar in New York City, was married in June 2011 to hedge fund manager Paul Arrouet. Dylan and Paul had twins on April 13, 2015, via surrogate in New York City. In April 1987, Ralph Lauren underwent surgery to remove

275-555: A fragrance for women, on March 12 and Polo, cologne for men, on March 26. This was the first time that a designer had introduced two fragrances – one for men and one for women – simultaneously. The company entered the European market, and went international in 1981 with the opening of the first freestanding store for an American designer on New Bond Street in the West End of London , England. Ralph Lauren opened his first flagship in

330-434: A lack of similarity and familiarity and inconsistent IMC messages. "Equity of an integrated oriented brand can be diluted significantly from both functional and non-functional attributes-base variables", which means dilution does occur across the brand extension to the parent brand. These failures of extension make consumers create a negative or new association relate to parent brand even brand family or to disturb and confuse

385-554: A larger share in the market in which it competes. Brand extension research mainly focuses on consumer evaluation of extension and attitude toward the parent brand. In their 1990 model, Aaker and Keller provide a sufficient depth and breadth proposition to examine consumer behaviour and a conceptual framework. The authors use three dimensions to measure the fit of extension. First, the "Complement" refers to consumers taking two product classes (extension and parent brand product) as complementary in satisfying their specific needs. Secondly,

440-402: A new brand but sales of the original flavour also decreased. Coca-Cola had to make considerable efforts to regain customers who had turned to Pepsi cola. Although there are few works about the failure of extensions, literature provides sufficient in-depth research into this issue. Studies also suggest that brand extension is a risky strategy to increase sales or brand equity. It should consider

495-494: A record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such as Virgin Megastores . Product extensions are versions of the same parent product that serve a segment of the target market and increase the variety of an offering. An example of a product extension is Coke vs. Diet Coke in the same product category of soft drinks . This tactic

550-463: A similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group , which was initially

605-457: 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. The new product is called a spin-off . Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello -gelatin creating Jello pudding pops. It increases awareness of

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660-845: Is a collaboration between Ralph Lauren, Memorial Sloan-Kettering, and North General Hospital in Harlem. In 2014, the Ralph Lauren Corporation partnered with the Royal Marsden , the largest and most comprehensive cancer center in Europe, to develop a world-class breast cancer research facility. They opened the Royal Marsden Ralph Lauren Center for Breast Cancer Research in 2016. In 2023, the Ralph Lauren Center for Cancer Prevention

715-444: Is a licensed brand extension. In this scenario, the brand-owner works with a partner (sometimes a competitor), who takes on the responsibility of manufacturing and sales of the new products, paying a royalty every time a product is sold. Brand extension can also be done through marketing strategies such as guerrilla marketing , where brands can promote their goods or services through unconventional means such as emotional connections to

770-472: Is a useful indication to evaluate consumer evaluation of brand extension . Throughout the categorisation theory and associative network theory , a consumer has the ability to process information into useful knowledge for them. They would measure and compare the difference between core brand and extension product through quality of core brand, fit in category, former experience and knowledge, and difficulty of making. Consequently, in this article, we may conclude

825-559: Is highly effective for brands Researchers tend to use "categorization theory" as their fundamental theory to explore the effects of brand extension. When consumers are faced with thousands of products to choose amongst, they are not only initially confused, but try to categorise by brand association or image given their knowledge and previous experience. A consumer can judge or evaluate the extension product with his or her category memory. Consumers categorise new information into specific brand or product class label and store it. This process

880-438: Is limited and the findings are revealed as incongruent. The early works of Aaker and Keller (1990) find no significant evidence that brand name can be diluted by unsuccessful brand extensions. Conversely, Loken and Roedder-John (1993) indicate that dilution effect do occur when the extension across inconsistency of product category and brand beliefs. The failure of extension may come from difficulty of connecting with parent brand,

935-467: Is not only related to consumer's experience and knowledge, but also involvement and choice of brand. If the brand association is highly related to extension, consumer can perceive the fit among brand extension. Some studies suggest that consumer may ignore or overcome the dissonance from extension i.e. perceived misfit with parent brand is ignored, and does not cause dilution of parent's brand equity. Literature related to negative effect of brand extension

990-522: Is the daughter of Margaret Vytouch and Rudolph Loew-Beer. The two had met six months earlier, in a doctor's office where she was working as a receptionist; on alternate days, she was teaching dance. She is the author of The Hamptons: Food, Family and History . The Laurens are members of the Park Avenue Synagogue in Manhattan, leading the synagogue's capital campaign that ended in 2019. They have three children: Andrew Lauren (b. 1969),

1045-403: Is undertaken due to the brand loyalty and brand awareness associated with an existing product. Consumers are more likely to buy a new product that has a reputable brand name on it than buy a similar product from a competitor without a reputable brand name. Consumers receive a product from a brand they trust, and the company offering the product can increase its product portfolio and potentially gain

1100-400: The "Substitute" indicates two products have the same user situation and satisfy the same needs, which means the product classes are very similar and that the products can act to replace each other. Lastly, the "Transfer" describes the relationship between extension product and manufacturer which "reflects the perceived ability of any firm operating in the first product class to make a product in

1155-538: The Bronx , New York City, to Ashkenazi Jewish immigrants Frieda (Cutler) and Frank Lifshitz, an artist and house painter, from Pinsk , Second Polish Republic (now Belarus ). His mother was from Drohiczyn , Poland (now Drahichyn, Belarus). The youngest of four siblings, he has two brothers and one sister. At the age of 16, he and his brother George Poitras Lauren legally changed their last name from Lifshitz to Lauren, due to bullying at school . His choice of

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1210-615: The Polo Jeans G.I.V.E. (Get Involved, Volunteer, Exceed) campaign was created to inspire and encourage community service through volunteerism by supporting the efforts of dedicated volunteers and their causes, including Habitat for Humanity . The Polo Ralph Lauren Foundation established the American Heroes Fund following the September 11th attacks to allow Polo's 10,000 employees worldwide, as well as their customers,

1265-502: The Rhinelander mansion, on Madison Avenue and 72nd Street in New York City in 1986. Lauren re-created the building's original opulence with a young design consultant named Naomi Leff, with whom he had previously worked on Ralph Lauren Home. The Polo Sport line was introduced in 1992 followed by over ten additional lines and acquired brands, including Ralph Lauren Purple Label in 1995 and Lauren Ralph Lauren in 1996. On June 12, 1997,

1320-503: The Saturday Night Fiber event). Branching into an area outside of live music, the saturday night fiber festival also included a " Do it yourself " catwalk project, presented by Mustang . The catwalk was held between bands in the greenery surrounding the festival, and allowed entry to anyone who wished to participate. It was organised to observe the fashion trends of those attending the festival. Awards were presented at

1375-455: The Saturday night-Sunday morning of Benicàssim. Tickets were priced at € 60 for a general admittance ticket, with an optional VIP ticket available for €90. A VIP ticket allowed holders an exclusive entrance to the venue, and access to a VIP grandstand and bar . There was also a limited car parking facility available. The bands, in order of appearance, played as follows: Morrissey

1430-566: The attributes and feelings about parent brand, however their study does show that "brand extension dilutes the brand image, changing the beliefs and association in consumers' mind". The flagship product is a money-spinner to a firm. Marketers spend time and money to maximise exposure and awareness of the product. In theory, a flagship product has the top sales and highest awareness in its product category. In spite of Aaker and Keller's (1990) research, which reports that prestigious brands are not harmed from failure of extensions, some evidence shows that

1485-468: The brand Ralph Lauren , a global multibillion-dollar enterprise. He has become well known for his collection of rare automobiles, some of which have been displayed in museum exhibits. He stepped down as CEO of the company in September 2015 but remains executive chairman and chief creative officer . As of April 2024, his net worth was estimated at US$ 8.8 billion. Lauren was born on October 14, 1939, in

1540-427: The brand by tackling social problems/dilemmas. These emotional connections are generally done through social experiments where brands express their concern and offer small solutions thereby making the brand standout and seem righteous. Guerilla marketing is a very effective way of connecting with the target market and reaching out to different markets, this extension into the vast demographic while creating brand awareness

1595-442: The brand name and increases profitability from offerings in more than one product category. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Launching a new product is time-consuming but also needs a big budget to create brand awareness and to promote a product's benefits. Brand extension is one of the new product development strategies which can reduce financial risk by using

1650-707: The company became a publicly traded company on the New York Stock Exchange . The 98-seat restaurant "RL" opened in March 1999 in Chicago in a newly constructed building adjacent to the largest Ralph Lauren store at the corner of Chicago and Michigan Avenues. It was followed by the opening of two additional restaurants – "Ralph's" at 173 Boulevard Saint-Germain , Paris flagship store in 2010 and "The Polo Bar" at Polo's flagship in New York in 2015. In 2000

1705-515: The company launched polo.com as its website and online shop, through RL Media (a cooperation between Ralph Lauren and NBC ). In 2007, Ralph Lauren Corporation acquired the NBC share of RL Media and the web site was relaunched as ralphlauren.com. In 2008, Ralph Lauren Corporation launched a brand called American Living, exclusively for JCPenney. It was the largest cross-category brand launch in the history of Ralph Lauren and JCPenney. On September 29, 2015, it

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1760-569: The company president to let him start his own line. He launched The Ralph Lauren Corporation in 1967 with men's ties. Drawing on his interests in sports, Lauren named his first full line of menswear 'Polo' in 1968. He worked out of a single "drawer" from a showroom in the Empire State Building and made deliveries to stores himself. By 1969, the Manhattan department store Bloomingdale's sold Lauren's men's line exclusively. It

1815-421: The damage of parent brand no matter what types of extension are used. Brand equity is defined as the main concern in brand management and IMC campaign. Every marketer should pursue the long term equity and pay attention to every strategy in detail. Because a small message dissonance would cause great failure of brand extension. On the other hand, consumer has his psychology process in mind. The moderating variable

1870-410: The dilution effect has great and instant damage to the flagship product and brand family. Still, some studies suggest that even though overall parent belief is diluted; the flagship product would not be harmed. In addition, brand extension also "diminish[es] consumer's feelings and beliefs about brand name." To establish a strong brand, it is necessary to build up a "brand ladder". Marketers may follow

1925-434: The end of the festival. In the press conference hold on 19 July 2008, festival organisers had named the festival an "urban celebration that is here to stay" and that it could become a multi-day festival, suggesting there would be more incarnations in the future. However, there were no further editions due to the lack of success of that first and unique night. Brand extension Brand extension or brand stretching

1980-583: The failures of brand extension are at higher rate than the successes. Some studies show that negative impact may dilute brand image and equity. In spite of the positive impact of brand extension, negative association and wrong communication strategy do harm to the parent brand even brand family. A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren 's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill

2035-423: The following points about consumer evaluation of brand extension: A successful brand message strategy relies on a congruent communication and a clear brand image . The negative impact of brand extension would cause a great damage to parent brand and brand family. From a manager and marketer's perspective, an operation of branding should maintain brand messages and associations within a consistency and continuum in

2090-586: The late Post fashion correspondent, Nina Hyde . He served as chairman and created the name and symbol for Fashion Targets Breast Cancer, a charitable initiative of the CFDA that founded in 1994 that marshals the goodwill and services of the fashion industry to raise public awareness and funds for breast cancer internationally. In 2003, Lauren supported the establishment the Ralph Lauren Center for Cancer Care and Prevention in Harlem , Manhattan, New York City. The Center

2145-406: The long way. Because the effects of negative impact from brand extension are tremendous and permanently. Every messages or brand extension can dilute the brand in nature. Ralph Lauren Ralph Lauren ( / ˈ l ɔːr ən / LOR -ən ; né   Lifshitz ; born October 14, 1939) is an American fashion designer , philanthropist , and billionaire businessman, best known for founding

2200-459: The male cast of the film The Great Gatsby in costumes from his Polo line – a 1920s-style series of men's suits and sweaters, except for the pink suit which Lauren designed especially for Robert Redford 's Jay Gatsby. In 1977, Diane Keaton and Woody Allen wore Lauren's clothes throughout Allen's film Annie Hall . The first Ralph Lauren fragrances, produced by Warner-Lauren, Ltd. were launched at Bloomingdale's in March 1978. Lauren,

2255-573: The name followed his older brother Jerry Lauren, who had first done so after experiencing bullying in the U.S. Air Force . Lauren attended day school followed by the Manhattan Talmudical Academy , before eventually graduating from DeWitt Clinton High School in 1957. He attended Baruch College of the City University of New York (CUNY), where he studied business, although he dropped out after two years. He

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2310-537: The opportunity to participate in the relief effort. The Polo Fashion School was established in 2004, in which company executives work with inner-city youth to offer insights into the fashion business. The Star-Spangled Banner , the original 1813 flag that inspired Francis Scott Key to write the United States National Anthem , was preserved by a $ 10 million contribution to Save America's Treasures from Polo Ralph Lauren in 1998. The flag

2365-419: The order and model created by Aaker and Keller who are authorities on brand management, but branding does not always follow a rational line. One mistake can damage all brand equity. A classic extension failure example would be Coca-Cola launching " New Coke " in 1985. Although it was initially accepted, a backlash against "New Coke" soon emerged among consumers. Not only did Coca-Cola not succeed in developing

2420-470: The original brand identity and meaning. In addition, Martinez and de Chernatony (2004) classify the brand image in two types: the general brand image and the product brand image. They suggest that if the brand name is strong enough as Nike or Sony , the negative impact has no specific damage on general brand image and "the dilution effect is greater on product brand image than on general brand image". Consequently, consumers may maintain their belief about

2475-473: The parent brand name to enhance consumers' perception due to the core brand equity. While there can be significant benefits in brand extension strategies, there can also be significant risks, resulting in a diluted or severely damaged brand image. Poor choices for brand extension may dilute and deteriorate the core brand and damage the brand equity. Most of the literature focuses on the consumer evaluation and positive impact on parent brand. In practical cases,

2530-652: The second class" The first two measures focus on the consumer's demand and the last one focuses on the firm's perceived ability. From the line extension to brand extension, however, there are many different types of extension such as "brand alliance", co-branding or "brand franchise extension". Tauber (1988) suggests seven strategies to identify extension cases such as product with parent brand's benefit, same product with different price or quality, etc. In his suggestion, it can be classified into two category of extension; extension of product-related association and non-product related association. Another form of brand extension

2585-722: Was also playing her first concert in the capital since playing with Siouxsie and the Banshees seventeen years earlier. It was announced that on the day following the event, Gnarls Barkley would be performing their 2008 album The Odd Couple at the Sala Heineken, also in Madrid . This was another Maraworld associated event; the duo had headlined the Escenario Verde (Main Stage) the day before at Benicàssim (the same day as

2640-774: Was announced that Stefan Larsson would replace the company's founder, Ralph Lauren, as CEO in November. Lauren will stay on as executive chairman and chief creative officer. Lauren has appeared on over 100 magazine covers including Architectural Digest , GQ , Forbes , Town & Country , TIME and Vogue . Lauren celebrated the 50th anniversary of his brand in a fashion show at Bethesda Terrace in Central Park on September 8, 2018. Attendees included Oprah Winfrey , Hillary Clinton , Kanye West , Robert DeNiro , and Jessica Chastain . On December 20, 1964, Lauren married Ricky Ann Loew-Beer in New York City. She

2695-675: Was billed as headlining the event, although unlike most music festivals, he was not the final act to play the festival. Sets by My Bloody Valentine , Hot Chip and Mika all followed Morrissey, despite being billed lower in the line-up. In a live review, Clash actually noted the later slot of My Bloody Valentine as the festival's highlight. Morrissey's headline performance was noted as being his first in Madrid in twenty-three years, having last played there with The Smiths . My Bloody Valentine were playing their debut concert in Spain, while Siouxsie

2750-658: Was displayed at Boston's Museum of Fine Arts . Seventeen cars from his collection were exhibited at the Musée des Arts Décoratifs, Paris , in 2011. In 2017, Lauren's now $ 600 million dollar car collection took center stage during New York Fashion Week. Lauren has focused a substantial amount of his philanthropy to address cancer . In 1989, he co-founded the Nina Hyde Center for Breast Cancer Research at Georgetown University Hospital in Washington D.C. in memory of

2805-577: Was one of several design leaders raised in the Jewish community in the Bronx, along with Calvin Klein and Robert Denning . From 1962 to 1964 Lauren served in the United States Army . After his discharge, he worked briefly for Brooks Brothers as a sales assistant before becoming a salesman for Rivetz, a necktie company. At age 28, working for tie manufacturer Beau Brummell, Lauren convinced

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2860-700: Was opened at the Lombardi Comprehensive Cancer Center of Georgetown University . In 2000, the Ralph Lauren Corporation launched its Volunteer Program, which energizes employees and creates meaningful connections with the communities in which they work. On Friday, September 15, Ralph Lauren Corporation launched the Pink Pony Campaign, a national initiative to reduce disparities in cancer care by raising awareness as well as enhancing prevention, screening, and treatment in poor and underserved communities. Similarly, in 2006,

2915-413: Was the first freestanding store for an American designer. In 1972, the Ralph Lauren Corporation introduced a signature cotton mesh Polo shirt in various colors. Featuring the polo player logo at the chest, the shirt became emblematic of the preppy look—one of Ralph Lauren's signature styles. The tagline for the ad campaign was: "Every team has its color – Polo has seventeen." In 1974, he outfitted

2970-542: Was the first time that Bloomingdale's had given a designer their own in-store boutique. In 1971, Ralph Lauren Corporation launched a line of tailored shirts for women, which introduced the Polo player emblem to the world for the first time, appearing on the shirt's cuff. The first full women's collection was launched the following year. In 1971 Lauren also opened a store on Rodeo Drive in Beverly Hills, California ; this

3025-836: Was then unveiled on Wednesday, November 19, 2008, in a new gallery at the Smithsonian National Museum of American History , in Washington, D.C. Ralph Lauren Corporation announced in July 2013 its commitment to restore the elite École des Beaux-Arts in Paris , one of the most influential art schools in France. As recently as 2012 , with a $ 35,800 donation to the Obama Victory Fund, Lauren made regular small donations to U.S. Democratic candidates. In 2022,

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