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: 7026 | Pages: 26 (approximately 235 words/page)
Understanding Consumer Perception of Brand Identity: How to Avoid Failure When Extending a Well Established Brand
Category: /Literature/European Literature
Details: Words: 7026 | Pages: 26 (approximately 235 words/page)
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 7026 total…
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