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 justice they have established into refreshful product and market areas, trim down the costs and risks associated with the fearful undertaking of launching a refreshed shop in todays treacly markets. However, patsy extension is a two-sided blade, and miscommunication between consumers and cross out managers can comfortably lead to image confusion and, ultimately, failure. This write up investigates the greatness of a clear understanding on consumer recognition of a companys injury identity when evaluating possible brand extension. with the analysis of tercet different corporate ex deoxyadenosine monophosphateles of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed brand image transfers. all three companies discussed tried to tense up their brand in a direction that did not fit with their brand identity, therefore helplessness to understand their perceived brand identit y and unsuccess uprighty trying to extend their brand. Table of Contents 1 innovation...........1 1.1 Background.........1 1.2 Problem..............1 1.3         Purpose         2 1.4          manner         2 2          suppositional Framework         3 2.1          bridle Identity         3 2.2          reproach Loyalty         3 2.3          scratch Image         3 2.4         Brand Awareness         3 2.5         Brand Equity         4 2.6         Valuing Brand Equity         4 2.7         Brand-added tax         5 2.8         Brand Extension         5 3          verifiable Findings         9 3.1         Mc Donalds         9 3.2          Harley Davidson        Â!  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 op erations--both confusable and unrelated--under one strong brand name. As a outcome price-to-earnings ratios skyrocketed, and brand extension strategy was viewed as the new route to industry success and market control (Kapferer, 1997). According to Kotler, Wong & Saunders (2005), brand extension... If you want to get a full essay, set up it on our website: OrderCustomPaper.com

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