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Brand extension pathway for niche-players

Bakinouskaya, Khrystsina; Tiryaki, Cuma Sani and Biondani, Riccardo (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:
author
Bakinouskaya, Khrystsina; Tiryaki, Cuma Sani and Biondani, Riccardo
supervisor
organization
year
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},
  keyword      = {Brand extension,niche companies,product portfolio,USP (Unique Selling Proposition),highly specialized players,brand equity.,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Brand extension pathway for niche-players},
  year         = {2009},
}