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'Brand Availability': Enhancing a Brand's Competitive Advantage

Matsson, Elisabeth LU and Gellert, Janette (2014) BUSN39 20141
Department of Business Administration
Abstract (Swedish)
The purpose of this study is to explore the effects of vertical brand extensions on consumer perceptions and brand equity. The aim of this study is to take a strategic brand management perspective in order to answer two research questions: How does a vertical brand extension affect the brand? How does a vertical brand extension affect consumer perceptions of the core brand? The main finding in this study is the need for a new concept in order to explain how the introduction of a vertical brand extension affects consumers and their perception. This paper introduces the concept of ‘Brand Availability’, which we define as ‘the degree to which the consumer market has access to the brand when a vertical brand extension is created’, and... (More)
The purpose of this study is to explore the effects of vertical brand extensions on consumer perceptions and brand equity. The aim of this study is to take a strategic brand management perspective in order to answer two research questions: How does a vertical brand extension affect the brand? How does a vertical brand extension affect consumer perceptions of the core brand? The main finding in this study is the need for a new concept in order to explain how the introduction of a vertical brand extension affects consumers and their perception. This paper introduces the concept of ‘Brand Availability’, which we define as ‘the degree to which the consumer market has access to the brand when a vertical brand extension is created’, and emphasizes the effects of performing a vertical brand extension through the modification of the brand’s availability. An abductive approach is utilized through existing literature regarding brand extensions together with interviews as the framework to develop and introduce the concept of ‘Brand Availability’, illustrated through the Swedish fashion market. Semi-structured interviews are used to guide the conducted interviews, by examining the consumer's perspective of a brand when a change in ‘Brand Availability’ occurs. (Less)
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author
Matsson, Elisabeth LU and Gellert, Janette
supervisor
organization
course
BUSN39 20141
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand Availability, Vertical Brand Extensions, Competitive Advantage, Positioning, Brand Equity
language
English
id
4585010
date added to LUP
2014-08-07 10:42:19
date last changed
2014-09-10 12:14:39
@misc{4585010,
  abstract     = {The purpose of this study is to explore the effects of vertical brand extensions on consumer perceptions and brand equity. The aim of this study is to take a strategic brand management perspective in order to answer two research questions: How does a vertical brand extension affect the brand? How does a vertical brand extension affect consumer perceptions of the core brand? The main finding in this study is the need for a new concept in order to explain how the introduction of a vertical brand extension affects consumers and their perception. This paper introduces the concept of ‘Brand Availability’, which we define as ‘the degree to which the consumer market has access to the brand when a vertical brand extension is created’, and emphasizes the effects of performing a vertical brand extension through the modification of the brand’s availability. An abductive approach is utilized through existing literature regarding brand extensions together with interviews as the framework to develop and introduce the concept of ‘Brand Availability’, illustrated through the Swedish fashion market. Semi-structured interviews are used to guide the conducted interviews, by examining the consumer's perspective of a brand when a change in ‘Brand Availability’ occurs.},
  author       = {Matsson, Elisabeth and Gellert, Janette},
  keyword      = {Brand Availability,Vertical Brand Extensions,Competitive Advantage,Positioning,Brand Equity},
  language     = {eng},
  note         = {Student Paper},
  title        = {'Brand Availability': Enhancing a Brand's Competitive Advantage},
  year         = {2014},
}