Brand extension pathway for niche-players
(2009)Department of Business Administration
- Abstract
- Successful brand extension, niche marketing and maintenance of strong customer relations have been among popular issues for academic research over the last years. But the remarkable thing is that few studies have examined brand extensions in specialized niche players. This thesis seeks to analyze highly specialized niche market companies' abilities to expand their product portfolio moving away from the USP (Unique Selling Proposition) that characterizes their core product and their customers’ perception. According to the research, consideration of brand, market and the competition is crucial before brand extension decisions. The companies launch the extension products in a form of a new product, an adjacent product , a secondary or... (More)
- Successful brand extension, niche marketing and maintenance of strong customer relations have been among popular issues for academic research over the last years. But the remarkable thing is that few studies have examined brand extensions in specialized niche players. This thesis seeks to analyze highly specialized niche market companies' abilities to expand their product portfolio moving away from the USP (Unique Selling Proposition) that characterizes their core product and their customers’ perception. According to the research, consideration of brand, market and the competition is crucial before brand extension decisions. The companies launch the extension products in a form of a new product, an adjacent product , a secondary or complementary product and a mass product that targets a large customer base. Based on empirics, we proposed diverse solutions for the companies in order to beat the paradox of locked in brand image and value proposition. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1437586
- author
- Bakinouskaya, Khrystsina ; Tiryaki, Cuma Sani and Biondani, Riccardo
- supervisor
- organization
- year
- 2009
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand extension, niche companies, product portfolio, USP (Unique Selling Proposition), highly specialized players, brand equity., Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1437586
- date added to LUP
- 2009-06-04 00:00:00
- date last changed
- 2012-04-02 17:25:28
@misc{1437586,
abstract = {{Successful brand extension, niche marketing and maintenance of strong customer relations have been among popular issues for academic research over the last years. But the remarkable thing is that few studies have examined brand extensions in specialized niche players. This thesis seeks to analyze highly specialized niche market companies' abilities to expand their product portfolio moving away from the USP (Unique Selling Proposition) that characterizes their core product and their customers’ perception. According to the research, consideration of brand, market and the competition is crucial before brand extension decisions. The companies launch the extension products in a form of a new product, an adjacent product , a secondary or complementary product and a mass product that targets a large customer base. Based on empirics, we proposed diverse solutions for the companies in order to beat the paradox of locked in brand image and value proposition.}},
author = {{Bakinouskaya, Khrystsina and Tiryaki, Cuma Sani and Biondani, Riccardo}},
language = {{swe}},
note = {{Student Paper}},
title = {{Brand extension pathway for niche-players}},
year = {{2009}},
}