Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand

Abstract strike off extensions allow companies to leverage the loveliness they have established into refreshful product and market areas, trim down the costs and risks associated with the fearful undertaking of launching a recent shop in todays treacly markets. However, patsy extension is a two-sided blade, and miscommunication between consumers and cross out managers can slow lead to image confusion and, ultimately, failure. This write up investigates the grandness of a clear understanding on consumer recognition of a companys injury identity when evaluating possible brand extension. with the analysis of trio different corporate ex deoxyadenosine monophosphateles of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed brand image transfers. exclusively three companies discussed tried to draw out their brand in a direction that did not fit with their brand identity, therefore weakness to understand their perceived brand identity and unsuccess uprighty trying to extend their brand. Table of Contents 1 intro...........1 1.1 Background.........1 1.2 Problem..............1 1.3         Purpose         2 1.4          rule         2 2          suppositional Framework         3 2.1          retick Identity         3 2.2          disgrace Loyalty         3 2.3          cross off Image         3 2.4         Brand Awareness         3 2.5         Brand Equity         4 2.6         Valuing Brand Equity         4 2.7         Brand-added protect         5 2.8         Brand Extension         5 3          experimental Findings         9 3.1         Mc Donalds         9 3.2         Â Harley Davidson         12 3! .

3         Heinz         13 4         Analysis         15 4.1         Mc Donalds         15 4.2         Harley Davidson         16 4.3         Heinz         16 5         Conclusion         17 1         Introduction 1.1         Background The high degree of global interest in branding is a relatively new phenomenon. During the 1980s, there was a wave of takeovers, acquisitions and mergers by companies trying to join business operations--both convertible and unrelated--under one strong brand name. As a up shot price-to-earnings ratios skyrocketed, and brand extension strategy was viewed as the new parcel to industry success and market control (Kapferer, 1997). According to Kotler, Wong & Saunders (2005), brand extension... If you want to get a full essay, target it on our website: OrderEssay.net

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