Analyzing Brand Extension Through Consumer Response to Marketing Campaign
Davydov, Igor (2018)
Davydov, Igor
Yrkeshögskolan Arcada
2018
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201805229433
https://urn.fi/URN:NBN:fi:amk-201805229433
Tiivistelmä
This research is conducted to see and analyze how the companies attempt to start up new products within the same brand in terms of marketing campaign and consumers’ reactions. This project aims to provide the example of how a brand can provide a new product and what is the overall effect on consumer’s perception, at the same trying to capture what went right or wrong. Additional effort is aimed to get a response, opinions of potential customers and their reaction, which essentially yield the answer to set questions.
The goal is to see whether a quality of marketing campaign affects the transition, and if it does to what extent. The author is trying to lay down the impact of advertising in cases when companies release new products with an old brand name by providing some real examples with outcomes and a mock up product with an appropriate marketing to fit the brand’s ideas. Sometimes an old brand name contains all the good things about that brand, and the goal is, while creating the case, to perfectly transfer the selling points that got that the great brand to where it is at in the first place. Overall idea is to make sure that whatever is assumed to be working by marketing departments is falling through.
There is a huge amount of background information in this thesis provided to get readers familiar with the event of brand extension, as well as some marketing theory and models to justify the action and make sure it is clear that brand extension is a concise business decision.
Applying factors such as consumer knowledge, consumer trust, consumer perception in marketing campaigns and analyze their role in the success of brand extension. The history has shown that sometimes even the most well-planned marketing campaigns fall short on expectations. It is really hard to predict what is going to be a hit. The other goal of this research is to create a case that can guarantee the feedback, and in order to secure that the author only intends to use some known brands to work with. The background information covers the basics and answers the question whether it is a functioning practice: it is a widely applied strategy. The goal is to analyze the outcome from the standpoint of raw feelings and reactions to the marketing campaign: was the essence of initial brand captured and advertised correctly.
The goal is to see whether a quality of marketing campaign affects the transition, and if it does to what extent. The author is trying to lay down the impact of advertising in cases when companies release new products with an old brand name by providing some real examples with outcomes and a mock up product with an appropriate marketing to fit the brand’s ideas. Sometimes an old brand name contains all the good things about that brand, and the goal is, while creating the case, to perfectly transfer the selling points that got that the great brand to where it is at in the first place. Overall idea is to make sure that whatever is assumed to be working by marketing departments is falling through.
There is a huge amount of background information in this thesis provided to get readers familiar with the event of brand extension, as well as some marketing theory and models to justify the action and make sure it is clear that brand extension is a concise business decision.
Applying factors such as consumer knowledge, consumer trust, consumer perception in marketing campaigns and analyze their role in the success of brand extension. The history has shown that sometimes even the most well-planned marketing campaigns fall short on expectations. It is really hard to predict what is going to be a hit. The other goal of this research is to create a case that can guarantee the feedback, and in order to secure that the author only intends to use some known brands to work with. The background information covers the basics and answers the question whether it is a functioning practice: it is a widely applied strategy. The goal is to analyze the outcome from the standpoint of raw feelings and reactions to the marketing campaign: was the essence of initial brand captured and advertised correctly.