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Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand
Title: Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand
Category: Literature / European Literature
Details: Words: 7547 | Pages: 32.1 (approximately 235 words/page)
Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand
Abstract
Brand extensions allow companies to leverage the equity they have established into new product and market areas, reducing the costs and risks associated with the fearful task of launching a new brand in today's viscous markets. However, brand extension is a two-sided blade, and miscommunication between consumers and brand managers can easily lead to image confusion and, ultimately, failure.
This paper investigates the importance of a clear understanding on consumer perception of a company's …showed first 75 words of 7547 total…
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…showed last 75 words of 7547 total…Stockholder's Equity, Consolidated Balance Sheet, & Financial Review. Retrieved: 2005-03-15
Prynn, J. (1996) Wall St loses taste for McDonald's. In: The Times; 11 November 96
Ries, L. (2004) Why mess with Success? The Origins of Brands Blog. In: Branding blunders. December 10, 2004
Riezebos, R. (2003) Brand Management - A Theoretical and Practical Approach. Prentice Hall
Unknown Author. (1996) McDonald's strikes out with grownups. In: Fortune Magazine, November 11, 1996.
Yahoo Finances, Harley Davidson Financial data. Retrieved: 2005-03-14, from http://finance.yahoo.com/q/bc?s=HDI
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