Change search
ReferencesLink to record
Permanent link

Direct link
The Analysis of Challenges and Opportunities in Brand Extension
Halmstad University, School of Business and Engineering (SET).
Halmstad University, School of Business and Engineering (SET).
2012 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Over the decades, brand extension has been a core marketing strategy for a great number of companies. Brand extension enjoys a good reputation for bringing practical advantages to companies whilst it faces disputation at the same time because of a relatively high percentage of failures. Using modified Aaker’s brand equity model as the theoretical framework, the authors undertake a comparative case study to analyze the opportunities and challenges a company might face while using brand extension strategy, particularly in category brand extension: Yamaha Corporation as a successful example, and Virgin Group as a failure one. The analysis mainly focuses on the four elements in the modified Aaker’s brand equity model: brand awareness, brand loyalty, brand associations and perceived quality. The findings show that a company faces challenges when consumers have a more solid loyalty towards the competitor’s brand and when consumers are confused about brand associations. On the contrary, a company acquires opportunities in brand extension as long as a strong brand loyalty and a related connection between the parent brand and the extended brand exist.

Place, publisher, year, edition, pages
Keyword [en]
brand equity, brand extension, category brand extension
National Category
Economics and Business
URN: urn:nbn:se:hh:diva-18090OAI: diva2:534912
Social and Behavioural Science, Law
Available from: 2012-06-20 Created: 2012-06-18 Last updated: 2012-06-20Bibliographically approved

Open Access in DiVA

cando(282 kB)8625 downloads
File information
File name FULLTEXT01.pdfFile size 282 kBChecksum SHA-512
Type fulltextMimetype application/pdf

By organisation
School of Business and Engineering (SET)
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 8625 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 704 hits
ReferencesLink to record
Permanent link

Direct link