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BE440 BRAND MANAGEMENT

ASSESSMENT COURSEWORK

Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain.
Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension.

By

Mr. Olan Kaewwichit

Brand extension (or stretching) is a strategic concept which relates to managing the brand portfolio. In addition, it can be understood as a process by which the practices of branding extend to social contexts beyond the traditional business domain.
Critically analyse the purpose, implementation, advantages and disadvantages of brand extension. Illustrate your argument with at least two practical examples of brand extension.

Companies must carefully manage their brands. First, the brand’s positioning must be continuously communicated to consumers. Major brand marketers often spend huge amounts on advertising to create brand awareness and to build preference and loyalty. For examples, General Motors spends nearly $820 million annually to promote its Chevrolet brands. McDonald’s spends more than $660 million. (Top 100 megabrands by total measured advertising spending, 16 July 2001, p.s2.)
Such advertising campaigns can help to create name recognition, brand knowledge and may be even some brand preference. However, the fact is that the brands are not maintained by advertising but by the brand experience. Today, customers come to know the brand through a wide range of contacts and touchpoints. These include advertising, but also personal experience with brand, word of mouth, personal interactions with company people, telephone interactions, company’ web pages and...

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