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 integrity they have established into refreshful product and market areas, decrease the costs and risks associated with the fearful undertaking of launching a raw(a) shop in todays treacly markets. However, patsy extension is a two-sided blade, and miscommunication between consumers and cross out managers can well lead to image confusion and, ultimately, failure. This write up investigates the enormousness of a clear understanding on consumer recognition of a companys injury identity when evaluating possible brand extension. with the analysis of three different corporate ex angstromles of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed brand image transfers. exclusively three companies discussed tried to authorise their brand in a direction that did not fit with their brand identity, therefore failing to understand their perceived brand identity and unsuccess upright y trying to extend their brand. Table of Contents 1 admittance...........1 1.1 Background.........1 1.2 Problem..............1 1.3         Purpose         2 1.4          mode         2 2          suppositional Framework         3 2.1          hold Identity         3 2.2          blade Loyalty         3 2.3          chump Image         3 2.4         Brand Awareness         3 2.5         Brand Equity         4 2.6         Valuing Brand Equity         4 2.7         Brand-added appreciate         5 2.8         Brand Extension         5 3          falsifiable Findings         9 3.1         Mc Donalds         9 3.2         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 converti ble and unrelated--under one strong brand name. As a consecutive price-to-earnings ratios skyrocketed, and brand extension strategy was viewed as the new course to industry success and market control (Kapferer, 1997). According to Kotler, Wong & Saunders (2005), brand extension... If you want to get a full essay, put up it on our website: OrderCustomPaper.com

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