International strategies for brand extensions: the road from Russia to the UK - Dissertation Example

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Running Head: International Strategies for Brand Extensions International Strategies for Brand Extensions Executive Summary As the world has become a globalized stage, organizations have constantly strived for establishing their image as a global brand…
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International strategies for brand extensions: the road from Russia to the UK
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Download file to see previous pages The research came under performance in the form of qualitative and quantitative methods by using the questionnaire and interview with a number of respondents. A deep and comprehensive analysis has come under execution with reference to the secondary data (in the literature review section) and the primary data collected from the survey study. The findings have exhibited a number of themes that can put in summary with the statement that brand extensions in similar categories similar to the parent brand have more acceptances. Likewise, the brand reputation plays a leading and dominant role in the success of the extension. Innovation is another factor that has come to surface that reveals its importance for the recognition of the extended brand of the parent brand. Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Background 4 Research Statement 8 Aims & Objectives 8 Significance & Scope 9 Literature Review 11 Research Method & Design 19 Data Analysis & Evaluation 22 Project Timeline 35 Ethical Considerations 38 Findings & Results 39 Conclusion 46 References 48 Appendix 54 Questionnaire for Online Participants from Monkey Survey 54 Interview Questionnaire 58 Introduction Background As the world has crossed the threshold of twenty first century, the ways and means of doing business have transformed from the traditional ones that came under practice so far. The businesses and corporations have now shifted their core focus towards selling their products and services in the global marketplace. The products and services come under a certain name that becomes the brand name of the organization. This brand name becomes the source of identification for particular products and services (Healey, 2008, pp. 6-8). In exact and true meaning, the term brand imitates and symbolizes the character, qualities, and behavior of the product or service of the organization in terms of its name, symbol or sign, design, combination and so forth. Brand alliance has also come under distinction and consideration with psychological aspects such as thoughts, feelings, perceptions, attitudes, beliefs, and many others. People (consumers) associate to the brand on physiological terms after gaining experiences with the particular brand (Sahaf, 2008, pp. 277-278). When talking about brand name, the origination of the brand name is significant to understand, as it plays an integral role at the time of determining the international strategies for brand extensions. However, the concept of brand origin has come under definition as "brand origin as the place, region, or country, where a brand is perceived among its target consumers" (Singh, 2010, pp. 35). Brand origin has come under forethought under the category of brand personality as a demographic characteristic, which is one of the aspects of brand image. This means that brand come under description in terms of their origins, for instance Foster as an Australian beer, Sony as Japanese TV, Toblerone as Swiss chocolate and like that (Gelder, 2005, pp. 113-114). When the brands make up their strong position within the market and they are well accepted by the customers, the next strategic plan of the organizations is to extend their product category under the parent brand. The new product category as an outcome of the brand extension can come under relation and similarity to the existing product categories and even can be ...Download file to see next pagesRead More
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