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 uprightness they have established into refreshful product and market areas, diminution the costs and risks associated with the fearful undertaking of launching a saucily shop in todays treacly markets. However, patsy extension is a two-sided blade, and miscommunication between consumers and cross out managers can tardily lead to image confusion and, ultimately, failure. This write up investigates the richness of a clear understanding on consumer recognition of a companys injury identity when evaluating possible brand extension. with the analysis of trine different corporate ex ampereles of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed brand image transfers. only three companies discussed tried to plow their brand in a direction that did not fit with their brand identity, therefore weakness to understand their perceived brand identity and unsuccess uprighty trying to extend their brand. Table of Contents 1 first appearance...........1 1.1 Background.........1 1.2 Problem..............1 1.3         Purpose         2 1.4          rule         2 2          suppositional Framework         3 2.1          balk Identity         3 2.2          instigator Loyalty         3 2.3          set Image         3 2.4         Brand Awareness         3 2.5         Brand Equity         4 2.6         Valuing Brand Equity         4 2.7         Brand-added time value         5 2.8         Brand Extension         5 3          observational Findings         9 3.1         Mc Donalds         9 3.2         Harley Davidso n         12 3.3     Â!  Â Â Â 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 operations--both confusable and unrelated--under one strong brand name. As a successive price-to-earnings ratios skyrocketed, and brand extension strategy was viewed as the new highway to industry success and market control (Kapferer, 1997). According to Kotler, Wong & Saunders (2005), brand extension... If you want to get a full essay, request it on our website: OrderCustomPaper.com

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