Essays about: "Brand extensions"

Showing result 6 - 10 of 36 essays containing the words Brand extensions.

1. 6. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Keywords : Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Abstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE

3. 7. Increasing Brand Accessibility Without Compromising Brand Identity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Darragh Moorhouse; Hongning Wang; Haotian Zhang; [2022]
   Keywords : Brand Accessibility; Brand Identity; Brand Alliance; Brand Extent; Premium and Luxury.; Business and Economics;

   Abstract : This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. READ MORE

4. 8. Supporting the Cause: How Can Football Supporters Engage with a Club's Brand Extensions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alessandro Solmi; Peter Moane; [2021]
   Keywords : Brand Extensions; Engagement; Interaction; Supporters; Football clubs; Business and Economics;

   Abstract : Title: Supporting the Cause: How Can Football Supporters Engage with a Club’s Brand Extensions Seminar Date: June 4th, 2020 Course: BUSN39: Degree Project in Global Marketing Authors: Peter Moane and Alessandro Solmi Supervisor: Ekaterini Drosou Thesis Purpose: This research aims at understanding what English supporters of football teams with a small fan base deem important in order to buy, engage or interact with the brand extensions put in place by their favourite club, thereby contributing to the club’s revenue. Methodology: The thesis adopts a relativist ontology and a social-constructionist epistemology, which induced authors to choose a qualitative method and an abductive approach. READ MORE

5. 9. Making sense of the brand extension decision

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Jesper Holmkvist; Victor Almerfors; [2021]
   Keywords : Brand extension decision; sensemaking; cues; environment; failing performances; identity;

   Abstract : The purpose of this study is to utilize the sensemaking perspective to increase the understanding of what makes managers consider brand extensions, and how the decision is formed throughout the sensemaking process. The study aims to add to the existing literature by providing knowledge about the largely unexamined domain of managerial practice related to brand extensions. READ MORE

6. 10. Brand Extensions of Authentic Brands - An explorative study of consumers’ perceptions

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Max Beckers; Martinus Alexander Koolen; [2020]
   Keywords : Brand authenticity; brand extensions; brand identity; brand image; brand equity; Business and Economics;

   Abstract : The purpose is to explore the phenomenon of authentic brands extending into other categories in order to identify how this may affect the image of the brand and its authenticity.... READ MORE