Success Factors of Brand Extension in International Marketing

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
• PROBLEM DEFINITION AND OBJECTIVE
• STRUCTURE OF THE PAPER
• BRAND EXTENSIONS: TACKLING THE CHALLENGE OF GROWTH IN INTERNATIONAL MARKETS
• BASIC ISSUED RELATED TO BRANDS
• The Notion of a (Global) Brand
• The Concept of Brand Equity
• Sources of Brand Equity
• Brand Awareness
• Brand Image
• The Advantages of Strong Brands
• Brand Core Values, Competence and Positioning
• Specific Issues of Brand Globalisation
• BRAND EXTENSION AS A STRATEGIC GROWTH OPTION
• Integration into the Context of Brand Management and Growth Strategies
• The Preconditions and Main Drivers of Brand Extensions
• Benefits and Risks of a Brand Extension Strategy
• A CONCEPTUAL MODEL OF EXTENSION SUCCESS
• PRIOR RESEARCH ON BRAND EXTENSION AND ITS LIMITS
• KEYS TO SUCCESSFUL BRAND EXTENSIONS
• INTERNAL SUCCESS FACTORS
• Characteristics of the Parent Brand
• Strength of the Parent Brand
• History of Previous Brand Extensions
• The Number of Previous Brand Extensions
• The Breadth of the Product Portfolio of a Brand
• Portfolio Quality Variance
• The Success of Previous Brand Extensions
• The Positioning of Previous Brand Extensions
• Competence of the Parent Brand
• Symbolic Value of the Parent Brand
• Linkage of the Utility of the Parent Brand and Specific Product Attributes
• Characteristics of the Extension Product
• Naming of the Extension Product
• Communicative Support of the Brand Extension
• Retailer Acceptance
• Relationship Between Parent Brand and Extension Product
• Fit Between Parent Brand and Extension Product
• Kind of Information Transferred from the Parent Brand to the Extension Product
• Relevance of Transferred Information for the Extension Product
• Symbolic Value of Transferred Information
• Linkage of the Utility of the Parent Brand and Specific Product Attributes
• Characteristics of the Company
• Size of the Company
• Marketing Competence
• EXTERNAL SUCCESS FACTORS
• Characteristics of the Extension Market
• Characteristics of the Extension Product Category
• Difficulty of Producing a Product of the Extension Category
• Experience Versus Search Goods
• Quality Variance in the Extension Product Category
• Intensity of Competition
• Characteristics of the Consumers
• Consumers' Knowledge of the Product Category of the Extension
• Consumers' Involvement Towards the Extension
• Attitude Towards Innovation
• Mood of the Consumers
• RELATIONSHIPS BETWEEN THE SUCCESS FACTORS
• FURTHER FINDINGS
• IMPLICATIONS FOR THE PREPARATION OF A BRAND EXTENSION STRATEGY
• BRAND EXTENSIONS IN PRACTICE
• BRAND EXTENSIONS IN THE FASHION INDUSTRY: HUGO BOSS
• AN EXTENSION-BASED BUSINESS MODEL: THE VIRGIN GROUP
• CONCLUSION

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis aims to analyze the success factors of brand extensions in international markets, specifically focusing on the factors contributing to a successful brand extension strategy. It explores the concept of brand equity and its role in brand extension, examines the benefits and risks associated with brand extension, and proposes a conceptual model to guide the process of creating successful extensions.

• Brand equity and its importance for brand extension
• Internal and external success factors influencing brand extension effectiveness
• A conceptual model for understanding and predicting brand extension success
• The strategic implications of brand extensions in international markets
• Examples of successful and unsuccessful brand extensions in practice

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter introduces the thesis's focus on brand extensions as a key growth strategy in international markets, highlighting the importance of brand equity and the increasing prevalence of brand extension initiatives. The chapter also outlines the thesis's objectives and structure.
• Brand Extensions: Tackling the Challenge of Growth in International Markets: This chapter delves into the fundamentals of brands and brand equity, exploring concepts such as brand awareness, brand image, and the advantages of strong brands. It discusses the challenges and opportunities associated with brand globalization and establishes brand extension as a strategic growth option. The chapter also examines the benefits and risks of brand extension strategies.
• Keys to Successful Brand Extensions: This chapter explores the crucial success factors for brand extensions, both internal (characteristics of the parent brand, the extension product, and the company) and external (characteristics of the extension market and the consumers). It analyzes the relationships between these factors and presents further findings to guide the development of successful brand extension strategies.
• Implications for the Preparation of a Brand Extension Strategy: This chapter examines the practical implications of the research findings, providing guidance on how to develop and implement a successful brand extension strategy. It synthesizes the key insights and recommendations derived from the previous chapters.
• Brand Extensions in Practice: This chapter showcases real-world examples of brand extensions, examining case studies from different industries, including fashion (Hugo Boss) and business services (the Virgin Group).

Schlüsselwörter (Keywords)

This thesis focuses on key concepts and themes including brand extension, brand equity, international marketing, success factors, strategic growth, product category, parent brand, extension product, market analysis, consumer behavior, and international expansion.