The impact of Brand Extension on Brand Personality. Caterpillar and Dissertation

The impact of Brand Extension on Brand Personality. Caterpillar and Burger King - Dissertation Example of Brand Extension of Burger King 34 Table 2: Success of Brand Extension of Caterpillar 35 Table 3: Model Summary of Burger King 36 Table 4: ANOVA and Coefficient Table of Burger King 36 Table 5: Model Summary of Caterpillar 37 Table 6: ANOVA and Coefficient Table of Caterpillar 38 Table 7: T-Test Table 39 Abstract This research investigates the impact of brand extension on the personality of a brand and for this purpose; two companies are selected to conduct this report. One of the companies is Caterpillar and the other is Burger King. This Impact of brand extension can be either negative or positive and this research test out the positive impact or negative impact of the brand extension of these two brands on their brand personality. The main objective of this research is to find the brand extension impact on the brand personality of Caterpillar and Burger King in such a way that each dimension of brand personality compared with the variable of brand extension. The approach that us ed in this research is Quantitative Approach and data is collected with the help of the Survey Questionnaire. The sample size of the research is 50 and respondents are selected from two areas of London that are Edgere and Wembley. The results are tested with the help of SPSS and Regression analysis. It is concluded from the result that the brand extension has a positive impact on the overall brand personality of the any company. The two companies taken in this research have a positive impact on their brand personality due to their brand extension. Chapter One: Introduction 1.1 Background The strategy in which companies bring in products to the marketplace, with which they can make use of an existing brand name, is called brand extension. Brand extension of an existing brand has possible... The paper tells that the strategy in which companies bring in products to the marketplace, with which they can make use of an existing brand name, is called brand extension. Brand extension of an existing brand has possible advantages based on customer awareness and opinions concerning the existing product that is sell under that particular brand name as evaluated to introduce a new brand name. Brand extension is a very important brand approach to make the most of the value of brand influence. Brand extensions and brand personalities have become the most essential research areas since 1990 in the field of brand management. We try to tell the effect of the interaction between brand personality and similarity on brand extension evaluations. The customer’s evaluation for the brand determines the success of that brand. The success of the brand is very unsure and unsuccessful brand extensions can harm the parent brand that results in the significant loss of brand equity. The use of well-known brand names for launching the new product is one of the most commonly in use brand strategies. The brand extensions that are successful, depends on the customers perception of fit or similarity between the new extension and the parent brand. The studies reveal the relations between the parent brands and the extension groups: factors that affect the parent brand will affect the extension as well. Similarly, factors that control the extension group will affect the parent brand. Customers-evaluating brand extensions may modify their core values about parent brands, which may lead to a stronger or weaker brand positioning

Compare and Contrast United States and Japan's Domestic and Essay

Compare and Contrast United States and Japan's Domestic and International Market - Essay Example United States of America is the largest export partner of Japan, where as Japan is the third or forth largest trade partner of the United States depending on the criteria, if the member states of European Union, which are trade partners with the United States, are considered to be the members of one entity or more. The correlation between these two countries in their global as well domestic front has been discussed here under: DOMESTIC MARKETS: The domestic marketing policy of the United States focuses more on the businesses; it focuses on the sectors that every business covers, where as the domestic market policies of Japan focuses on the technology and innovation that can be utilized for the better product development through out the businesses. Japanese system of employment believes in sharing the benefits gained by the employees thus motivating them for better and innovative performance. Whereas, American system more likely focuses on fixed wage system and abrupt termination at w ill, incase of the conduct leading to a loss to the company, such approach proves to be very anti-innovative. In stable domestic markets American style will be beneficial both for the companies and the economies but when it comes to highly volatile and dynamic environment, the Japanese employment system should be preferred. That’s why it is said that the success that Japan enjoys is because of the way it compensates its employees (Dennis et al 1991). These differences lead to divergences in the labor market structure of both the countries as well. After the stock market crash in 1990, Japan suffered a set back in its economy, which took ten years for it to eventually recover, in 2004. After that Japan’s domestic marketing strategy focused on the research and development of the new technology that would be promoted in the public sector, so that all the businesses can prosper. This approach led for the recognition of its innovative techniques in all over the world. As fa r as the comparison for the domestic markets is concerned, United States excels in the traditional research where as Japan has a more innovative advantage over the global market. As compared to the American products, Japanese products and processes, which include semiconductors, automobiles, transistors, optical fibers, high end DVD & multimedia recorders and manufacturing systems, are more innovative and are highly demanded. Manufacturing has been the most substantial element of Japan’s economy since the World War II. Though the monetary value of United State’s manufacturing export is normally way more than Japan’s, but the proportion of the manufacturing export out of the total export is generally much lower than that of Japan. America has been focusing on its automobiles’ industries. After the stock market crashed, it bought the shares of most of the Japanese automobiles companies, which was a proof in itself that Japan had the higher end of technology in that field. Japan’s major exports still comprises of automobiles’ parts. According to an Organization of Economic Cooperation and Development (OECD), Japan holds the second position in the manufacturing sector after The United States of America. Japan had almost 470,000 manufacturing companies which was even more than that of United States (above 350,000). The United States of America’s domestic markets are a very complex paradigm, but