  Ref: market0029 Companies are continuously seeking new ways of gaining competitive advantage over competitors. As a result, implementing the correct brand strategy is vital. The following study investigates if Aaker and Keller’s 1990 seminal study of brand extension is still relevant and applicable today. The author examines literature around the subject to aid understanding and highlight the length of time it has been since this subject field was last thoroughly investigated. The literature reviewed confirmed that brand extension was favourable to new product developments as it is safer, more cost efficient and carries positive brand equity from the parent brand therefore, increasing consumer trial prospect. It is therefore essential for companies, especially in Fast Moving Consumer Goods (FMCG) markets, to adapt to consumer needs and anticipate market changes. The use of semi-structured qualitative interviews enabled the author to gain an insight into the current thoughts and direction of companies today. Analyses of these findings show that although Aaker and Keller’s study is still relevant and applicable today, there are further criteria and consumer shifts that have to be taken into account. These included the suggestion that advertising plays a much more significant part in consumer acceptance than previously investigated and the need to ensure that the brand extensions are fulfilling consumer needs. Excellent use of literature Good in depth analysis Well written throughout Ideal for marketing students 1.0 Introduction Focus of Study Context Objectives of Research Problems and ethical issues within this research Structure of study 2.0 Literature Review Brand extension as a product strategy Benefits of brand extension Consumer Behaviour Effects of brand extension on the parent brand Negative impact of brand extensions Consumer acceptance of brand extension Brand extension in the market life cycle (MLC) Brand extension in the confectionary market Summary of findings and relevance 3.0 Methodology Introduction Primary Research Qualitative Research Advantages Limitations Secondary Research Advantages Limitations Analysis of Research Future Research Problems and ethical issues within this research 4.0 Analysis of primary research Introduction Reasons why companies adopt a brand extension strategy Is Aaker and Keller‟s study still relevant and applicable? Do Nestle actively pursue a brand extension strategy Role of market research in brand extension choice How must products meet these criteria Reasons for successful brand extension Reasons for unsuccessful brand extensions 5.0 Analysis of secondary research Introduction How market research aids Nestle Advice on brand extension 6.0 Conclusion Introduction How the criteria have changed The role of market research Evaluation of successful and unsuccessful brand extensions Areas for future research Limitations References Bibliography Appendix Section How To Order 1. Select reference number market0029 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |