BRAND EXTENSION

The Factors and Risks Involved In the Brand Extensions that Influences the Customer of Reliance in India and Tesco in UK - A Cross Sectional Consumer Study



ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends and family for the support they provided and their belief in me as well as guidance they provided me without which I would have never been able to do this research.



DECLARATION

I, (Your name), would like to declare that all contents included in this thesis stand for my individual work without any aid, and this thesis has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with the university.

Signed __________________ Date _________________



ABSTRACT

In this research we will try to explore the notion of brand extension and the influences on customers in a holistic context. The main focus of the research is the extension plans of Tesco, UK and Reliance, India. Moreover, the effect of the brand expansion is increased at length and the research has tried to gauge its overall effects on consumer behaviour and how consumers are influenced. Furthermore, the research analyzed the factors and risks associated with brand extension and this research will carry it out this analysis with reference to a cross sectional study on India's Reliance and UK's Tesco.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTIONVIII

Outline of the Researchviii

1.INTRODUCTIONVIII

2.LITERATURE REVIEWVIII

3.METHODOLOGYVIII

4.RESULTS AND DISCUSSIONVIII

5.CONCLUSIONVIII

Background Of The Researchviii

Rationalex

Significance Of The Studyxi

Aims And Objectivesxi

Research Questionsxii

CHAPTER 2: LITERATURE REVIEWXIII

The Idea of Brand Extensionxiii

The Classification of Extensionsxv

Introduction to Tesco: “Every Little Helps”xvi

Introduction to Reliance Indiaxvi

Determinants Of The Brand Extensions:xvii

Value Of The Parent Brand:xviii

Product Similarity:xviii

Differences between Brand Extension and Line Extensionxix

Advantages of Extending a Brandxx

The Dangers of Brand Extensionxxi

Using the Brand Namexxii

Brand Familyxxii

Sub-brandingxxiii

Pricing And Promotion:xxiv

How Brand Extension Influences Brand Equity?xxvi

How The Failure Of The Brand Extension Affects The Organization?xxvii

Innovation In Product Lines:xxviii

CHAPTER 3: METHODOLOGYXXXI

Research Designxxxi

Data Collection:xxxii

Data Analysis:xxxiv

Literature Searchxxxiv

Definition Of Qualitative Researchxxxv

Research Methodxxxvi

Literature Selection Criteriaxxxvii

Search Techniquexxxvii

Keywords Usedxxxvii

Theoretical Frameworkxxxvii

Case Study Methodologyxxxvii

Differencexxxviii

Ethical Concerns:xxxix

CHAPTER 4: RESULTS AND FINDINGSXLI

Sample And Designxli

Procedures And Measuresxli

Findingsxlii

Brand Extension Evaluationxlii

Brand Extension Fitxliii

Opinions on Brand Extensionxliii

Discussionxlv

CHAPTER 5: CONCLUSIONXLIX

REFERENCESLI

CHAPTER 1: INTRODUCTION

Outline of the Research

This research revolves around several facets of brand extension and constitutes of the following chapters:

Introduction

Literature Review

Methodology

Results and Discussion

Conclusion

Background of the Research

Brand extension is a phenomenon which marketers have identified as a process through which a renowned brand name that is popular for delivering higher profits and sales (i.e. products with brand equity) have the potential to work boost other products. Brand extension refers to the utilization of a booming brand name to launch a new changed product in a same extensive market. (Campbell & Keller 2009, pp. 90) The more successful a brand is, the easier it becomes for a company to enter new categories of products with increased ease. The new product is called a spin-off product in marketing terms. This strategy is used by organizations to enhance and purchase brand equity. (Aaker 2003, 90-102.)

Brand extension is one of the challenging ...