Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Horizontal brand extensions: the key factors of success
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2011 (English)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Background: All brands need to keep moving and to keep building their stories by bringing new and exciting products or experiences. During the last twenty years, companies have been more and more convinced that their brands are among their most valuable resources and today we see an increasing trend of brand extension attempts, however with a significant number of failures, as well. The strategies of how a brand extension should be done, have been published in several books during the last decades. Despite of this, some companies still do not see the link between brand extension and business development. There seem to be a certain lack of knowledge and understanding of the underlying factors that affect a brand extension. In this study, we would therefore like to examine and identify these different factors in order to create a greater understanding of branding strategies. Purpose: The purpose of this study is to research, describe and analyse the nature of horizontal brand extensions in order to create a theory regarding the essential key factors to take into consideration before considering an extension. Based on the theory, the hypothesis will be tested empirically in order to strengthen- or reject it. Methodology: This study is made with a deductive approach, where the theoretical framework, based on previous presented theories, has led to the conformation of our hypothesis, which has later on been applied to the findings from the empirical researches in order to confirm or discard our hypothesis. The empirical basis consists of qualitative interviews with respondents from two companies with experience from horizontal brand extension: Craft of Scandinavia and Peak Performance. Conclusion: Our conclusion from this research is that for a horizontal extension to be successful it must: ‐ Be a part of a brand with a clear brand image and plan, for the brand ­‐ Fit the brand ‐ Live up to the original brand promise - Fit with the old associations and generate new, positive associations to the brand ­‐ Have high perceived quality and trust in the mind of the customer - Be a part of a risk evaluation in order to limit the risks and obtain a more realistic view of the extension.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2011.
Series
Kandidatuppsats ; 2011.14.8
Keywords [en]
brand extension, horizontal brand extension, luxury brand extension, brand associations, brand universe, brand equity, brand image, brand identity, brand promise, storytelling, brand extension strategies, licensing, range brand platforms, implementation errors, key factors for successful brand extensions
Keywords [sv]
brand positioning, branding umbrella
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hb:diva-20817Local ID: 2320/9172OAI: oai:DiVA.org:hb-20817DiVA, id: diva2:1312751
Note
Program: Textil produktutveckling med entreprenörs- och affärsinriktningAvailable from: 2019-04-30 Created: 2019-04-30

Open Access in DiVA

fulltext(1846 kB)88 downloads
File information
File name FULLTEXT01.pdfFile size 1846 kBChecksum SHA-512
9614cd7ac839e6d697a9ae535894ba55bbfe1ad720ca69121cc56130a2dd20af0d578169b549d9f639d25f0bfa364b86b107794845132fd08ff07dd7fd40eb1a
Type fulltextMimetype application/pdf

By organisation
Swedish School of Textiles
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 88 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 4 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf