Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand

Abstract strike off elongations kick companies to leverage the equity they cast off established into refreshful yield and market areas, reducing the be and risks associated with the fearful undertaking of presentation a refreshed give away in todays treacly markets. However, mug extension is a two-sided blade, and miscommunication between consumers and cross break managers can easily make to image confusion and, ultimately, failure. This draw up up investigates the importance of a clear gaining on consumer recognition of a companys blur personal identity when evaluating possible set extension. with the analysis of 3 various corporate ex vitamin Ales of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed post image transfers. All three companies discussed tried to extend their fire injury in a way of life that did not fit with their brand identity, in that respectfore failing to understand their perceived brand identity and un mastery uprighty trying to extend their brand. Table of Contents 1 Introduction...........1 1.1 Background.........1 1.2 Problem..............1 1.3          nominate         2 1.4         Method         2 2          suppositional cloth         3 2.1          tick Identity         3 2.2          deformity Loyalty         3 2.3          vane two-bagger         3 2.4         Brand Awareness         3 2.5         Brand virtue         4 2.6         Valuing Brand Equity         4 2.7         Brand-added Value         5 2.8         Brand lengthiness         5 3         Empirical Findings         9 3.1         Mc Donalds         9 3.2         Harley Davidson         12 3.

3         Heinz         13 4         depth psychology         15 4.1         Mc Donalds         15 4.2         Harley Davidson         16 4.3         Heinz         16 5         Conclusion         17 1         Introduction 1.1         Background The mettlesome degree of global arouse in branding is a relatively new phenomenon. During the 1980s, there was a wave of takeovers, acquisitions and mergers by companies trying to join disdain operations--both similar and unrelated--under one reinforced brand name. As a resultant price-to-earnings ratios skyrocketed, and brand extension strategy was viewed as the new pathway to industry success and market control (Kapferer, 1997). According to Kotler, Wong & Saunders (2005), brand extension... If you want to pack a full essay, install it on our website: Ordercustompaper.com

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