Brand, Brand Stretching, and Brand Stretching Plan for JAC
Chen, Lei (2012)
Chen, Lei
Kymenlaakson ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201205097196
https://urn.fi/URN:NBN:fi:amk-201205097196
Tiivistelmä
With the consistent crisis of world economic, companies are encountering problems with their expansion. Introducing all new brands for expanding is hard to be accepted due to the high level of costs and risks. Using brand stretching as companies’ expansion strategy efficiently reduces the costs and risks today. Therefore, getting clear about brand stretching seems quite important for most companies nowadays.
The objectives of this thesis is introducing brand stretching theory and making a detailed brand stretching plan for the automobile manufacturer JAC.
The main researching methods used are online survey and interview.
Main findings of researches include the definition of brand and brand stretching, factors (include brand association, brand value, brand equity, and perceived quality) that affect the stretching strategy, brand stretching methods, common misunderstandings and solutions to brand stretching strategy, brand characteristics of JAC, and JAC’s possible brand stretching paths.
The objectives of this thesis is introducing brand stretching theory and making a detailed brand stretching plan for the automobile manufacturer JAC.
The main researching methods used are online survey and interview.
Main findings of researches include the definition of brand and brand stretching, factors (include brand association, brand value, brand equity, and perceived quality) that affect the stretching strategy, brand stretching methods, common misunderstandings and solutions to brand stretching strategy, brand characteristics of JAC, and JAC’s possible brand stretching paths.