THE EFFECT OF BRAND EXTENSIONS ON PRODUCT BRAND IMAGE

The Effect of Brand Extensions on Product Brand Image

Table of Content

Executive Summary3

Study Purpose3

Research Limitations Implications4

Introduction5

Theoretical Background7

Product Image and Brand Dilution8

Perceived Quality10

Brand Fit10

Attitudes in the Direction of Extension11

Literature Review13

Questionnaire Preparation14

Methodology16

Findings and Results17

Brand Product Image18

Conclusion22

References23

Appendix31

The Effect of Brand Extensions on Product Brand Image

Executive Summary

Brand extension is defined differently by some academics. Some characterize it as a new product introduced into a particular product line (i.e., the inclusion of banana flavoured yogurt in the yogurt product line of life) is actually characterized as an extension of the line numerous scholars. On the other hand, the brand extension may suggest the inclusion of a new line of company products using a mark of life, in other words expansion of an established brand to be in new product classes (i.e. the evolution of motorcycles with a brand name car template). This study supposes the delimitation second extension of the brand - the use of a mark of life to go in new product categories. Another classification of brand extensions titles of two kinds of extensions, which are level and vertical. Introducing a new product, whether in a class of related products, or a completely new product category for the company is the category level extension. (Chernatony, 2004, pp. 133-144)

Study Purpose

The reason for this study is to investigate the effects of adjustment, familiarity, quality and mentality of view in the direction of the mark in the branded product image after the extension and also to analyze whether the image of the product a mark is weak as a result of brand extension.

Research Limitations Implications

Because the dimensions of experience and try to procedure, the study has its own limitations in external validity periods. In addition, only two brands and two extensions were checked and the extensions used were hypothetical, which can lead to a need for generalization. The bigger the brand image, which means that companies must be careful when expanding in different product categories. The study is one of the couple's efforts same study conducted in the Turkish market in relation to brand extensions and the experiment was used in the study consists of consumers who are not students. (Chernatony, 2004, pp. 133-144)

Part1: Evaluating Published Research

Introduction

Fierce competition forces companies to have systems that envisage a similar benefit for the company. Creation of an established brand with well-established partnerships is one way to achieve this goal. Companies invest very strongly in the evolution of a brand. It is a very exorbitant, but it has many once again achieved. However, companies do not usually have the power to manage economic or management do not want to invest so heavily in the design of a new title every time you develop a new product. In general, a more economical plan is used to insert a new product. Instead of designing a new title for the new product class, a title to live well recognized and prosperous brand expands into new product category, in other words, brand extension is ...