Brand Extension : research of Danone in Sweden

University essay from Högskolan i Gävle/Avdelningen för ekonomi; Högskolan i Gävle/Avdelningen för ekonomi

Author: Yu Lai; Yue Yang; [2012]

Keywords: brand extension; CBBE model; BAV method;

Abstract:

ABSTRACT

Purpose-----The purpose of this paper is to discuss Danone how to extend its brand in Sweden. Brand extension as a branding strategy has been increasing the last decades, and Danone just proposes Yogurt in Gälve which is one of the cities in Sweden, so this paper is to analyze what should Danone do if it wants to extend its brand in Sweden.

Design/ mythology/ approach----An empirical study uses questionnaire method, and the data was collected in Gävle. This questionnaire is designed with BAV method.

Findings-----Results show that Danone has positive customer-based brand equity; this is a foundation for Danone to extend its brand. Then this paper also finds out the opportunities and challenges for Danone if it extends its brand in Sweden.

Research limitations/ implications-----The study was only doing the questionnaires in Gävle, the data cannot represent the whole Sweden, so the data has deviation.

Practical implications-----Results suggests that Danone should extend its brand in Sweden. This paper suggests that Danone can extend the brand by producing some biscuit with low calorie or fat-free, and Danone can produce biscuit with other flavor.

Originality/ value-----This study gives three suggestions about how to do a successful brand extension.

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