Reason of Brand Image Transfer Between Industries - Dissertation Example

The power of a brand is often recognized as a driving force among businesses that are searching for solutions.  The role of the brand becomes even more essential to examine when looking at the transfer between industries and alternative products and services.  The effects which this holds can alter both the internal and external environment while creating changes within the industry.  Creating effective strategies for brand identity is one that can begin to alter how individuals respond to given situations while creating a different relationship with the strategies that are created with corporations.

  Examining the effectiveness of transfers between industries with the same brand is one that is often overlooked or which is approached in a manner that is not as effective.  This can create complexities when working with branding in various industries and leads to mixed results when expanding a corporation with the use of branding.     This research paper will examine the brand image transfer between industries while questioning how this alters the responses with both the internal and external environment.

  The main approach will be based on finding the intention of industries and why brand image transfer begins to occur.  The mixed results which are received from brands (Yeung, Ramasamy, 2007) create questions of why corporations use brand images as a transfer between industries.  By understanding the implications of this, there is the ability to further understand how to use the initiatives of brand image transfer as well as what the main reasons are behind this particular approach.

  It is known that the brand identity that is created with products and industries alters the approaches which are taken in the environment.  The main association is regarded as brand architecture, which consists of a foundational brand of a company, followed by branches of the brand that are either altered or which remain the same according to the industry or the corporation.