But these monsters are mindful that their existing brands cannot be stretched too far.
To become a next gen challenger brand, existing brands have to work a lot harder.
Just as quickly, though, he adds that whether the winners will be new brands or existing brands remains to be seen.
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Viacom and News Corporation want to build or acquire brand new online businesses as well as to expand their existing brands onto the internet.
Going forward, it has announced that it will spend some ungodly amount of money to improve existing brands and invent entirely new ones (and new product categories).
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But customers' loyalty to existing brands is so strong, says Mr Carbone, that foreign entrants would be attracted only if Brahma-Antarctica raised beer prices: hardly a desirable outcome for beer-drinkers.
With bourbon, the trick cannot be replicated precisely because nearly all existing brands already come from single distilleries: the only blending is of the contents of the individual charred oak barrels in which the whiskey matures.
Other large gaming companies like Capcom have seen similar successes by leveraging existing popular brands.
Successful existing Russian brands such as Kaspersky Lab and Nitol Solar suggest that the spirit of entrepreneurialism exists in Russia and that Russian brands have the potential to go global.
However, while some existing owners of prestige brands might fret if European prices fell to American levels, lower prices would benefit future buyers.
The suit argues that the merger will allow Anheuser to raise prices on its existing Budweiser and Bud Light brands by also raising the price of Corona and Corona Light.
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Offering maternity allows brands to hold onto existing customers who otherwise would have had to find another place to shop for nine months.
Customers are quickly reinventing how they choose to learn about new products, keep current on existing ones, and stay loyal to those brands they most value.
Small businesses like mine have tried to use Facebook in all sorts of ways: attracting new customers, keeping in touch with our existing customers, spreading company news and promoting our brands.
"There are a few 'battery' and power bags on the market, however none are from existing or trusted manufacturers in a lightweight, simple and compact format that also charges different brands and types of technology while on the go, " says Timbuk2 CEO Mike Wallenfels.
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Everything Everywhere, which operates the Orange and T-Mobile brands, is hoping to roll out 4G services ahead of the auction, using its existing 3G network. 4G delivered in this way will not cause interference.
Now, brands who are new to Pinterest can create their very own business page or simply convert an existing Pinterest account to a business account.
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Brands can no longer ignore this opportunity for communicating brand value and building brand trust by engaging with existing and potential customers.
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