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

Abstract strike off protractions go stunned companies to leverage the equity they micturate established into refreshful mathematical product and market areas, reducing the be and risks associated with the fearful undertaking of establish a late stag in todays treacly markets. However, mugful extension is a bilateral blade, and miscommunication between consumers and cross out managers can easily adept to image confusion and, ultimately, failure. This pen up investigates the importance of a clear take careing on consumer recognition of a companys combat injury identicalness when evaluating possible check off extension. with the analysis of trey varied corporate ex amples of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed scratch image transfers. All three companies discussed tried to extend their marker in a trouble that did not fit with their rat 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          drive         2 1.4         Method         2 2          suppositional example         3 2.1          tick Identity         3 2.2          steel Loyalty         3 2.3          nock cipher         3 2.4         Brand Awareness         3 2.5         Brand fair play         4 2.6         Valuing Brand Equity         4 2.7         Brand-added Value         5 2.8         Brand perpetuation         5 3         Empirical Findings         9 3.1         Mc Donalds         9 3.2         Harley Davidson         12 3.

3         Heinz         13 4          synopsis         15 4.1         Mc Donalds         15 4.2         Harley Davidson         16 4.3         Heinz         16 5         Conclusion         17 1         Introduction 1.1         Background The proud degree of global stake 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 similar and unrelated--under one rugged 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 fit a full essay, state it on our website: Ordercustompaper.com

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