The Role of Brand Logics in Shaping the Success of Brand Extensions: Apple vs. Colgate
(2024) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20242Department of Business Administration
- Abstract
- Purpose: The purpose of this study is to investigate the impact of brand logics on the success of brand extensions.
Methodology: This study has examined two different case studies to better understand the effect of brand logic. An extensive literature review was done on “brand logics”, specifically Unique Selling Proposition (USP) and the Golden Circle, “brand extensions” as well as “brand identity”. Data was collected from qualitative sources including company websites, academic literature, and relevant media.
Findings: The findings reveal that brands operating with emotional brand logics, like Apple, are more likely to have a successful brand extension, even while moving beyond its core business. On the other hand, brands operating... (More) - Purpose: The purpose of this study is to investigate the impact of brand logics on the success of brand extensions.
Methodology: This study has examined two different case studies to better understand the effect of brand logic. An extensive literature review was done on “brand logics”, specifically Unique Selling Proposition (USP) and the Golden Circle, “brand extensions” as well as “brand identity”. Data was collected from qualitative sources including company websites, academic literature, and relevant media.
Findings: The findings reveal that brands operating with emotional brand logics, like Apple, are more likely to have a successful brand extension, even while moving beyond its core business. On the other hand, brands operating with more rational brand logics, such as Colgate, will find it difficult to do a brand extension that does not align with existing consumer perceptions. A ‘Brand Logic - Extension Fit’ framework was developed to show the role of brand logic in brand extension.
Original/value: This study offers new insights on the impact of brand logics on brand extensions and adds to the current literature. It also provides a new framework, the Brand Logic - Extension Fit framework, that companies can use to assess potential success of a desired brand extension.
Paper type: Research paper. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9177632
- author
- Castermans, Chimène Alyssa LU ; Nguyen, Tuong-Yên LU and Colombo, Lorenzo LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20242
- year
- 2024
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- Brand extension, Brand logics, The Golden Circle, Unique Selling Proposition, Brand extension fit, Brand extension success and failure.
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 9177632
- date added to LUP
- 2024-11-08 10:17:22
- date last changed
- 2024-11-08 10:17:22
@misc{9177632,
abstract = {{Purpose: The purpose of this study is to investigate the impact of brand logics on the success of brand extensions.
Methodology: This study has examined two different case studies to better understand the effect of brand logic. An extensive literature review was done on “brand logics”, specifically Unique Selling Proposition (USP) and the Golden Circle, “brand extensions” as well as “brand identity”. Data was collected from qualitative sources including company websites, academic literature, and relevant media.
Findings: The findings reveal that brands operating with emotional brand logics, like Apple, are more likely to have a successful brand extension, even while moving beyond its core business. On the other hand, brands operating with more rational brand logics, such as Colgate, will find it difficult to do a brand extension that does not align with existing consumer perceptions. A ‘Brand Logic - Extension Fit’ framework was developed to show the role of brand logic in brand extension.
Original/value: This study offers new insights on the impact of brand logics on brand extensions and adds to the current literature. It also provides a new framework, the Brand Logic - Extension Fit framework, that companies can use to assess potential success of a desired brand extension.
Paper type: Research paper.}},
author = {{Castermans, Chimène Alyssa and Nguyen, Tuong-Yên and Colombo, Lorenzo}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{The Role of Brand Logics in Shaping the Success of Brand Extensions: Apple vs. Colgate}},
year = {{2024}},
}