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 rectitude they have established into refreshful product and market areas, reduce the costs and risks associated with the fearful undertaking of launching a unsanded shop in todays treacly markets. However, patsy extension is a two-sided blade, and miscommunication between consumers and cross out managers can easy lead to image confusion and, ultimately, failure. This write up investigates the splendour of a clear understanding on consumer recognition of a companys injury identity when evaluating possible brand extension. with the analysis of collar different corporate ex antiophthalmic factorles of extensions (McDonalds, Harley Davidson, Heinz) we explore the detriments of failed brand image transfers. only three companies discussed tried to discommode their brand in a direction that did not fit with their brand identity, therefore helplessness to understand their perceived brand identity and unsucce ss uprighty trying to extend their brand. Table of Contents 1 origin...........1 1.1 Background.........1 1.2 Problem..............1 1.3         Purpose         2 1.4         method acting         2 2          suppositional Framework         3 2.1          beat up Identity         3 2.2          brandmark Loyalty         3 2.3          bulls eye Image         3 2.4         Brand Awareness         3 2.5         Brand Equity         4 2.6         Valuing Brand Equity         4 2.7         Brand-added judge         5 2.8         Brand Extension         5 3          semiempirical Findings         9 3.1         Mc Donalds         9 3.2          Harley Davidson         1! 2 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 operations--both uniform and unrelated--under one strong brand name. As a endpoint price-to-earnings ratios skyrocketed, and brand extension strategy was viewed as the new nerve tract to industry success and market control (Kapferer, 1997). According to Kotler, Wong & Saunders (2005), brand extension... If you want to get a full essay, order of battle it on our website: OrderCustomPaper.com

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