Nobody downloaded yet

The impact of Brand Extension on Brand Personality. Caterpillar and Burger King - Dissertation Example

Comments (0) Cite this document
Summary
The main objective of this research is to find the brand extension impact on the brand personality of Caterpillar and Burger King in such a way that each dimension of brand personality compared with the variable of brand extension. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER98.2% of users find it useful
The impact of Brand Extension on Brand Personality. Caterpillar and Burger King
Read TextPreview

Extract of sample
"The impact of Brand Extension on Brand Personality. Caterpillar and Burger King"

Download file to see previous pages of Brand Extension of Burger King 34 Table 2: Success of Brand Extension of Caterpillar 35 Table 3: Model Summary of Burger King 36 Table 4: ANOVA and Coefficient Table of Burger King 36 Table 5: Model Summary of Caterpillar 37 Table 6: ANOVA and Coefficient Table of Caterpillar 38 Table 7: T-Test Table 39 Abstract This research investigates the impact of brand extension on the personality of a brand and for this purpose; two companies are selected to conduct this report. One of the companies is Caterpillar and the other is Burger King. This Impact of brand extension can be either negative or positive and this research test out the positive impact or negative impact of the brand extension of these two brands on their brand personality. The main objective of this research is to find the brand extension impact on the brand personality of Caterpillar and Burger King in such a way that each dimension of brand personality compared with the variable of brand extension. The approach that used in this research is Quantitative Approach and data is collected with the help of the Survey Questionnaire. The sample size of the research is 50 and respondents are selected from two areas of London that are Edgere and Wembley. The results are tested with the help of SPSS and Regression analysis. It is concluded from the result that the brand extension has a positive impact on the overall brand personality of the any company. The two companies taken in this research have a positive impact on their brand personality due to their brand extension. Chapter One: Introduction 1.1 Background The strategy in which companies bring in products to the marketplace, with which they can make use of an existing brand name, is called brand extension. Brand extension of an existing brand has possible...
The paper tells that the strategy in which companies bring in products to the marketplace, with which they can make use of an existing brand name, is called brand extension. Brand extension of an existing brand has possible advantages based on customer awareness and opinions concerning the existing product that is sell under that particular brand name as evaluated to introduce a new brand name. Brand extension is a very important brand approach to make the most of the value of brand influence. Brand extensions and brand personalities have become the most essential research areas since 1990 in the field of brand management. We try to tell the effect of the interaction between brand personality and similarity on brand extension evaluations. The customer’s evaluation for the brand determines the success of that brand. The success of the brand is very unsure and unsuccessful brand extensions can harm the parent brand that results in the significant loss of brand equity. The use of well-known brand names for launching the new product is one of the most commonly in use brand strategies. The brand extensions that are successful, depends on the customers perception of fit or similarity between the new extension and the parent brand. The studies reveal the relations between the parent brands and the extension groups: factors that affect the parent brand will affect the extension as well. Similarly, factors that control the extension group will affect the parent brand. Customers-evaluating brand extensions may modify their core values about parent brands, which may lead to a stronger or weaker brand positioning ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“The impact of Brand Extension on Brand Personality. Caterpillar and Dissertation”, n.d.)
Retrieved from https://studentshare.org/marketing/1394906-the-impact-of-brand-extension-on-brand-personality-caterpillar-and-burger-king
(The Impact of Brand Extension on Brand Personality. Caterpillar and Dissertation)
https://studentshare.org/marketing/1394906-the-impact-of-brand-extension-on-brand-personality-caterpillar-and-burger-king.
“The Impact of Brand Extension on Brand Personality. Caterpillar and Dissertation”, n.d. https://studentshare.org/marketing/1394906-the-impact-of-brand-extension-on-brand-personality-caterpillar-and-burger-king.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document
CHECK THESE SAMPLES - THEY ALSO FIT YOUR TOPIC
Brand Extension
...?Brand extension College Brand extension Coke is one of the world's largest admired brands; it is non-alcoholic beverage and is certainly not a stranger to global marketing. It is now sold in more than 200 countries worldwide. Coke is one of the most recognizable brands on the planet and also owns a large portfolio of share market. Due to the brand loyalty and awareness coke enjoy, it will be much easier to sell another product with coke similarities because consumers of coke will be more likely to buy the product (Chien & Moutinho, 2007). The new product will be a soft drink and it will have to share a name with coke,...
3 Pages(750 words)Essay
Brand personality
...?Brand Personality Table of Contents Introduction 3 Meaning of Branding 4 Aaker’s Theory of Brand Personality 6 Explanation 7 Criticism 8 Conclusion 9 References 10 Introduction Brand is a collection of image as well as perception which represents a product, corporation or service. While a number of people identify brand by the logo of the company and audio jingle, a brand is denoted as one of the largest identification elements. Brand is a concept which is set in mind as a prospect. It is nothing else than an ongoing motion in which the consumer interchange marketing value in terms of...
8 Pages(2000 words)Literature review
BRAND PERSONALITY
...by Aaker, which is considered the prevailing standard. The Aaker framework is accepted as a comprehensive framework that may be generalised over a broad number of product categories (Malik & Naeem, 2012). The Aaker framework underlies the Brand Personality Scale, or BPS, developed by the same author. Based on an extensive study of American consumers, Aaker derived a framework comprised of five core dimensions and their facets, as follows (Guse, 2011): (1) Sincerity (Domestic, honest, genuine, cheerful); (2) Excitement (Daring, spirited, imaginative, up-to-date); (3) Competence (Reliable, responsible, dependable, efficient); (4) Sophistication (Glamorous, pretentious, charming, romantic);...
9 Pages(2250 words)Essay
Brand Extension
...products is substantially more in cases of "product line extensions" using brand extension rather than "diversification" using brand extension. Example, if a CRT based television manufacturer introduces computers and fails miserably, there are lesser chances of their flagship brand getting diluted. The researchers focussed on the flagship brand of Johnson's Baby Shampoo and studied impact of extended product line comprising of baby powder, baby oil, baby lotion, bandages & dental floss with respect to brand dilution due to reduced hygiene. They discovered that perception of reduced...
5 Pages(1250 words)Essay
Brand Personality
...Hello, This is a Master marketing dissertation. At this moment, I study and got the idea for my topic, which will be two. First choice, the impact ofbrand personality on consumer purchasing behaviours. Study in electronic industry. The second choice, consumer attitude toward innovative brand. I only got the approximation idea in my mind. For the first one, I know this topic is very hard to develop and is quite broad; could you give me some advice and narrow it If it cannot to process, let me know immediately. You can simplify my idea and give some suggestion. The distribution of words and the weight: 10% of introduction, 30 % of chapter 1 literature reviews 20% of methodology, 30% of...
40 Pages(10000 words)Personal Statement
Brand Extension for Reducing Risks
...the extra costs and risks inherent in coming up with a totally new consumer product. An entirely new product without the "symbolic" meaning of brands (i.e., company prestige, status and personality) to prop it up would be difficult to sell otherwise (Czellar 2003). The use of brand extension to good effect is exemplified by globally popular Adidas which sometime ago came out with its equally successful Adidas deodorant-body spray for men. In this case, Adidas the high-profile shoemaker for athletes and action men wisely hewed close to this image by targeting more or less the same market for its brand extension in the form of the...
10 Pages(2500 words)Essay
Brand Extension Marketing Plan
...Needs Lavington Green Village is an estate that is mainly made up of high class persons who live luxurious lives. Therefore, the customers mainly demand products that will improve their living standards or increase their lifestyles. Low class products do not have an impact on the market since the people already have the product. This is known from the statistics taken by Clean-So Company. Market Trends The target market will have a number of trends which will affect the behaviour of customers in the market. Some of the trends include; Secondary market trends; these will be short term price fluctuations in the market which may last for only a few days or weeks. Under this trend, the prices may rise or may...
2 Pages(500 words)Research Paper
Brand Extension Marketing Plan
...Alisha Allen Brand Extension Marketing Plan Kaplan December 29, Brand Extension Marketing Plan 3.0 Marketing Strategy 3 Mission The main objective of the brand extension strategy is to reduce formalities associated with the launch of a new product (Berry, & Wilson, 2001). Thus, Clean-So aims to utilize existing Al-Mara brand, as a platform to launch a new product. Although Clean-So seeks to increase its sales, it is concerned with the quality of its products. Moreover, the company aims to meet the expectations of its customers by establishing a brand that meets their lifestyle. The brand...
2 Pages(500 words)Research Paper
Brand Extension Marketing Plan
...Brand Extension Marketing Plan Positioning The target market segments for the Al-Mara Crème and Soap include ladies living within the vicinity of Lavington Green Village and households within the same area. The women in the area belong to the high class segment which involves luxury living. Their taste is that of using products that make them feel good and that which reflects their high status in society. Al-Mara Crème and Soap has a sweet smell that makes users feel good about themselves. They get the confidence to interact with other people because they stay fresh throughout the day. The most distinguishing feature for our product is that it will make users feel good and stay fresh throughout the day. Basically, our products... will be...
2 Pages(500 words)Research Paper
Brand Personality, Voice & Messaging
...Brand Personality, Voice & Messaging: Social Media Strategy Recently, social media has emerged as one of the most successful means of promoting products in the modern ever-changing and integrated market. However, to proper in the contemporary marketing initiative, the promotional manager should understand and effectively apply brand personality, messaging, and voice in their marketing initiative (Shankar and Gregory 17). Therefore, in advertising for foods products in social media, promotion managers should make effective utilisation of appealing language and reliable marketing features Social media strategy for pizza In promoting for a pizza in social media, ABC...
1 Pages(250 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Let us find you another Dissertation on topic The impact of Brand Extension on Brand Personality. Caterpillar and Burger King for FREE!
Contact Us