|Tipo di tesi||Tesi di laurea magistrale|
|Autore||OMOKHUALE, OSEJELE MONDAY|
|Titolo||Estensione di Marca: L'effetto sulla Strategia di Marketing|
|Titolo in inglese||Brand Extension: The Effect on Marketing Strategy|
|Struttura||Dipartimento di Economia|
|Corso di studi||Management internazionale (D.M.270/04)|
|Data inizio appello||2015-10-22|
|Disponibilità||Accesso limitato: si può decidere quali file della tesi rendere accessibili. Disponibilità mixed (scegli questa opzione se vuoi rendere inaccessibili tutti i file della tesi o parte di essi)|
|Data di rilascio||2055-10-22|
L’estensione di marca come una strategia di crescita è in aumento la sua popolarità negli ultimi decenni. Molte aziende lo adottano come una strategia con l'obiettivo di beneficiare dalla conoscenza del brand realizzato nei mercati attuali.
Brand extension as a growth strategy has increased in popularity in the last decades. Many companies adopt brand extension as a strategy with the aim of benefiting from the brand knowledge achieved in the current markets. When a company launches a new product and market under the umbrella of a well-known brand name, failure rates and marketing costs are reduced (Keller, 1993). Keller (1993) states that more than 80 per cent of firms resort to brand extensions as a way of marketing goods and services. Competition forces firms to adopt strategies that create a competitive advantage for the firm. Creating a brand name with well-established association is one way of achieving this aim. Firms invest heavily in developing a brand. It is a very costly process but has many returns once success is achieved (Keller, 2013). What causes failure and why do they exist? The problems actually starts from companies, for brand extension to be successful, there usually must be some logical association between the original product and the new one. A weak or nonexistent association can result in brand dilution. Also, if a brand extension is unsuccessful, it can harm the parent brand, which brings about the risk of diluting the core brand image by depleting or harming the equity which has been built up within the core brand name. Companies think that more products equals more sales. And it usually does, at least in the short term and the long term actually tells if the extension is successful or not. Do companies build their brand today in order to move merchandise tomorrow? Or do they expand their brand today in order to move the goods today and see it decline tomorrow? The first question is related to the successful extension, by building their brand today in order to move their merchandise tomorrow by reaching new consumers. While the second question is related to the unsuccessful extension, by expanding their brand today, thinking only about the short term and see the goods decline tomorrow. The purpose of this thesis is to point out the strategies of successful brand extension and why companies are unsuccessful. Two case studies of well-known companies with a well-developed image and high reputation worldwide will be analyzed to show the positive and negative effect of brand extension as a marketing strategy: The Virgin group and The Coca-Cola Company. The discussion mainly focuses on the four elements in the modified Aaker’s brand equity model: brand awareness, brand loyalty, brand associations and perceived quality. The findings show that a company faces extension failure when consumers have a more solid loyalty towards the competitor’s brand and when consumers are confused about brand associations. On the contrary, a company succeeds in brand extension as long as a strong brand loyalty and a related connection between the parent brand and the extended brand exist. The relationship between the Virgin Group and the Coca-Cola company’s diversification strategy is also an important aspect of this thesis, Virgin being a category extension has the ability to penetrate new markets with the same brand, the Group is able to move from related businesses to unrelated ones succeeding with the same brand name with the use of their values while the Coca-Cola company being a line extension remains on the same business line with its brand name with continuous innovation extending in the same product category in order to stand as a leader in the soft drink industry.