Fast fashion retailers bring apparel products to market much more quickly than in traditional apparel retailing. Fast fashion retailers are able to respond quickly to both fashion trends and consumer demand. Yet the emphasis on speed has quickened the consumption of fast fashion apparel products, which are produced with low quality and thus have short product lifespans. Critics of fast fashion cite these negatives, combined with chemicals, water and energy used in production, among other issues, as detrimental to the environment. However, some fast fashion retailers have implemented sustainable options into their product offerings. This study analyzes consumers’ perceptions of a sustainable brand extension introduced by a fast fashion retailer. The research is divided into two studies. First, an exploratory study was conducted to assess consumer knowledge of sustainability and fast fashion and to uncover potential factors for the model of the second study. Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry and of the concept of fast fashion. Despite some skepticism, participants feel steps must be taken towards sustainability and that every effort helps. The second part of the research tested consumer perceptions of a potential sustainable line extension introduced by a specific fast fashion retailer. Following brand extension theory, study two tests the influence of brand knowledge and affect on both the perceptions of brand-cause fit and brand-extension fit and the influence of cause knowledge and involvement on the perceptions of fit between brand and cause. The influence of brand-extension fit and brand-cause fit on attitude toward the extension was also analyzed. An online self-administrated survey using the written scenario approach resulted in 598 responses. Findings show the influence of brand knowledge and affect on brand-extension fit and brand-cause fit and cause knowledge and involvement on cause-brand fit. Implications for retailers include leveraging consumers’ past knowledge and affect of the brand through marketing of the sustainable product. Overall the study shows that consumers do view sustainable products as fitting with fast fashion retailers, based on their previous knowledge and affect of the brand and cause. / text

ABSTRACT Purpose-----The purpose of this paper is to discuss Danone how to extend its brand in Sweden. Brand extension as a branding strategy has been increasing the last decades, and Danone just proposes Yogurt in Gälve which is one of the cities in Sweden, so this paper is to analyze what should Danone do if it wants to extend its brand in Sweden. Design/ mythology/ approach----An empirical study uses questionnaire method, and the data was collected in Gävle. This questionnaire is designed with BAV method. Findings-----Results show that Danone has positive customer-based brand equity; this is a foundation for Danone to extend its brand. Then this paper also finds out the opportunities and challenges for Danone if it extends its brand in Sweden. Research limitations/ implications-----The study was only doing the questionnaires in Gävle, the data cannot represent the whole Sweden, so the data has deviation. Practical implications-----Results suggests that Danone should extend its brand in Sweden. This paper suggests that Danone can extend the brand by producing some biscuit with low calorie or fat-free, and Danone can produce biscuit with other flavor. Originality/ value-----This study gives three suggestions about how to do a successful brand extension.

Brand extension has been the source of strategic growth for many firms during recent decades. Introducing new products under existing brand names is one way to use the image of a brand name to enter new markets. Previous research has shown that the success of a brand extension depends on the transfer of the parent brand associations to the extended product. Although the transfer of brand associations from the parent brand to the extension is recognised as crucial for the success of brand extension, surprisingly little research has been conducted on how brand associations actually are transferred. In the present research, I argue for expanding the view on brand extension to include market communication of product introductions. Explanations are provided on how brand associations are transferred in multiple brand extension from an advertising perspective. The empirical data are based on a case study of the personal and skin care brand Nivea and include an advertising analysis that spans a time period of 72 years, interviews with executives, and a document analysis. The interpretation of the case is guided by a review of the literature on brand extension, brand associations, and brand personality. Insights into how brand associations are transferred in multiple brand extension are advanced in the conclusion, emphasising that brand associations are transferred not only from parent brand to extended product but also from one extension to another. The results also show that the brand associations change due to contextual changes as a consequence of the transfer to a new product. The context refers to the intended user or usage situation. Furthermore, the study suggests that corporate associations reinforce brand associations of extended products. Finally, I propose that future research should include the organisation as part of the brand extension process. The study is intended to contribute to an increased understanding of brand extension, facilitating the creation of new hypotheses, research designs, and methods in the research area.

Firms frequently use brand extension strategies to enter new product categories. Another type of entry strategy is co-branding by effectively exploiting the equity of both constituent brands. Co-branding may effectively drive consumer preferences if consumers believe the combination of two brands offers a better solution than either one separately. However, there is also the risk that consumers may get confused with the combination, or have perceptions of strengths regarding one of the brands diluted, leading to the failure of this strategy. While much has been written on brand-category extension, despite its prevalence, the use of co-brands to enter a new category has attracted relatively little attention. In this study, the author models the effects on consumer perceptions and preferences of combining two brand names for a new product. The proposed model provides a mechanism to represent how consumers’ prior attribute beliefs about constituent brands, the extendibility of the brands into the extension category, the compatibility between the constituent brands, and the uncertainty associated with them can jointly determine their preferences for the co-branded product. The contribution that this model enables is a means to study co-branding and new category entry simultaneously, by assessing the drivers of consumer preference for a co-brand in a new product category. An empirical study is designed to test the model, using real brands and hypothetical extensions and co-brands. Theoretical contributions and managerial implications of this study are discussed.

Devido à grande adoção por parte das empresas da estratégia de extensão de marca como base para crescimento, e também à falta de estudos específicos no Brasil sobre as variáveis que podem influenciar o desempenho das extensões de marca realizadas, este estudo se propõe a identificar os fatores críticos para a extensão de marca e suas implicações no sucesso da extensão. Para atingir este objetivo proposto, buscou-se um referencial teórico sobre diferentes temas relacionados à extensão de marca, e conduziu-se uma pesquisa exploratória, qualitativa e com uso do recurso de estudo de caso. A empresa selecionada para o estudo de caso único foi a Castelo Alimentos, onde os dados obtidos nas entrevistas foram analisados a partir de um modelo conceitual proposto sobre os fatores críticos para o sucesso da extensão de marca, formulado com base na pesquisa bibliográfica e agrupado em três tipos: fatores relacionados à empresa, fatores relacionados à marca mãe e fatores relacionados à extensão de marca. Os resultados sugerem que o grau de influência de cada fator varia conforme o tipo de extensão de marca realizada (extensão de linha, extensão de categoria similar, extensão de categoria dissimilar). Ainda, o fator considerado como mais importante para o sucesso da extensão foi o de adequação entre a extensão e a marca mãe; quanto mais similar e consistente a extensão for em relação à marca mãe, maiores chances de sucesso ela terá. Constatou-se também que o valor simbólico da marca e a sequência de realização das extensões são pouco significativos para o sucesso das extensões. Em contrapartida, o suporte para a extensão de marca foi considerado como um fator importante para seu sucesso para todas as extensões de marca analisadas. A partir das conclusões discutidas e levando-se em consideração as limitações do método de pesquisa escolhido, são propostas algumas recomendações às empresas brasileiras que buscam realizar extensões de marca. / Due to the wide adoption by business of the brand extension strategy as the basis for growth, and also to the lack of specific studies in Brazil on the variables that can influence the performance of brand extensions undertaken, this study aims to identify the critical factors for brand extension and its implications for the success of the extension. To achieve this proposed objective, a theoretical basis was sought on different topics related to brand extension, and after, an exploratory and qualitative study was conducted, using the case study method. The company selected for the one case study was Alimentos Castelo, where the data obtained in the interviews was analyzed using a proposed conceptual model on the critical factors for successful brand extension, designed based on the literature and grouped in three types: factors related to the company, factors related to the original brand and factors related to brand extension. The results suggest that the degree of influence of each factor varies depending on the type of brand extension made (line extension, extension to similar category, extension to dissimilar category). Moreover, the factor considered as the most important to the success of the brand extension was the fit between the extension and parent brand - the more similar and consistent the extension is to the parent brand, the greater the chance of success. It was also found that the symbolic value of the brand and the sequence of the extension implementation are not very significant for the success of the extensions. In contrast, support for the brand extension was considered an important factor for the success of all brand extensions analyzed. From the findings discussed and taking into account the limitations of the research method chosen, some recommendations are proposed to Brazilian companies seeking to use brand extensions.

Brands have for a long time been used to identify and distinguish organizations, companies and products, it can be compared to as the soul of a company. A brand extension is a clear channel for product innovation, which can be a powerful tool to hold a competitive advantage. Product innovations can create differentiation; raise the brands characteristic-values, extend the area of use and block competitors.For 25 years, Panos Emporio has had a leading position in the swimwear industry and in spring of 2011 the company launched their first clothing collection for men and woman, and has recently launched an online store. The company is extending their brand and now that they have a new product category they are facing a challenge, which is underlying in our research question: How can Panos Emporio, a swimsuit brand, expand their brand image and identity to their new clothing line? The purpose of this report is to highlight important factors within brand extension that could be of value to Panos Emporio and other companies facing a brand extension.The report is a qualitative study using an abduction methodology where empirical findings have been studied parallel with the theories and vice versa. We have conducted interviews and observations, and have also collected quantitative data in form of a customer interview, to gain an understanding of the reality. We have chosen to examine and observe the brand Panos Emporio by asking questions regarding the company‟s organization, brand identity and image, as well as customer attitudes. The theoretical framework is underlying in our research study, with the initiation of portraying a brands meaning, importance and structure. Furthermore theories of brand extension with an emphasis on approach strategy and its advantages and disadvantages. The empirical chapter includes, information concerning the company´s brand, collections, costumer and retailers, as well as marketing strategies, which is a part of our data presentation.Out of our theoretical and empirical part we came to the conclusion that Panos Emporio should consider making the consumers more aware of the clothing collection before launching more products within a new product category, since the lack of awareness can throw a shadow over the main product and bring down the brand image which in terms affects the brand equity. Having good knowledge regarding the brands attribute, personality, purpose, identity and the relationship with consumers is more important than whether they should extend the brand or not. Companies need to focus on building their brand equity and image, towards the customers first. Authors believe that companies can take great advantages if a strong brand name and relationship is established at first. / Program: Master in Fashion Management with specialisation in Fashion Marketing and Retailing

Sammanfattning – ”Hur uppnås framgång på lång sikt med varumärkesutvidgningar?” Frågeställning: - Hur kan Hennes & Mauritz's varumärkesutvidgning studeras och beskrivas för att ett företag inom klädbranschen ska kunna ta del av denna information och lyckas utvidga framgångsrikt på lång sikt?- Hur ställer sig konsumenter mot utökningar av ett varumärke? Syfte:         Syftet med denna uppsats är att studera varumärkesutvidgning ur ett långsiktigt perspektiv genom att analysera företaget Hennes & Mauritz. Detta genom att undersöka skillnader mellan det företaget vill förmedla med sina varumärkesutvidgningar och hur konsumenterna upplever det. Dessutom är syftet att ge rekommendationer till vad företag inom klädbranschen bör tänka på vid planer på vidareutvidgningar, samt att ge förslag på hur även H&M kan stärka sina vidareutvidgningar. Metod:         Uppsatsen är en kombination av kvalitativ och kvantitativ studie    där all empirisk material har arbetats samman med teoretiskt ramverk. Teorin behandlar varumärken och hur den är uppbyggd, samt varumärkesutvidgning med ett fokus på framgångsfaktorer. Empiriskt material består av tre intervjuer: personlig, e-post, samt enkätundersökning. Slutsats:          Det går att konstatera att anledningen till att många företag misslyckas med sina utvidgningar på lång sikt beror på att viktiga faktorer har förbisetts. Den största anledningen kan bero på att företag inte anpassar sina utvidgningar till det varumärket förmedlar, där en passform eller liknelse mellan produkterna är väldigt viktigt att uppnå för att lyckas utvidga på lång sikt. Respondenterna har visat en positiv ställning och öppenhet för utökningar av ett varumärke. / Abstract - ”How to achieve long term success with brand extensions?” Research questions:    - How can Hennes & Mauritz's brand extensions be studied and described in order that a company in the clothing industry could take advantage of this information and succeed to expand successfully over the long term?- What thoughts do consumers have of brand extensions? Purpose:       The purpose of this essay is to study brand extension from a long term perspective by analyzing the company Hennes & Mauritz. This by examining the differences between what the company wants to convey with their brand extensions and how consumers perceive it. Furthermore, the purpose is to provide recommendations to what companies in the clothing industry should take in consideration when planning further extensions, but also to provide suggestions on how even Hennes & Mauritz can strengthen their further extensions. Method:        The essay is a combination of qualitative and quantitative study in which all empirical material has been worked together with the theoretical framework. The theory deals with brands and how it is built, as well as brand extension with a focus on success factors. Empirical material consists of three interviews: personal, email and survey. Conclusion:   It is possible to conclude that the reason why many companies fail with their extensions is because the important factors have been overlooked. The main reason may be that companies do not adjust their extensions to what the brand conveys, where a fit or simile between the products is very important to achieve in order to succeed with extensions in the long term. Respondents have shown a positive attitude and openness for brand extensions.

Branding is essential for a business success although it may be difficult to decide what branding strategy to use. The purpose of this paper is to investigate the concept of branding, and more explicitly the strategies of umbrella branding and brand extensions and how it relates to value, in practice. A case study of an ice cream company, SIA Glass, was conducted to answer the research question of how SIA Glass’ branding strategy affect its’ brands. The method used was based on a deductive approach with semi-structured interviews. The findings indicate that SIA Glass’ decision to offer a more diverse brand portfolio created problems in its’ internal communication and the focus was lost on brands less prioritized. Instead of focusing on the SIA Glass brand, the company wanted to connect SIA Glass to its’ corporate heritage and the Bertegruppen group, and offer products in new segments with less connection to the SIA Glass brand. Conclusions from the study imply that it is difficult for a company with limited resources to have an extended brand portfolio. In addition, as brand value is co-created with consumers and customers it demand more emphasis in practice, as well as in branding research.

Since 1989 government due to the economic liberalization and internationalization policy operation, the privatization of public enterprises as one of its specific policies. So state-owned enterprises to seek business strategy that towards the diversification of development. Brand extension of the approach is state-owned enterprises typically use the marketing strategy. For example, Taiwan Sugar Corporation entered the biotech cosmetics industry, the introduction of Stanlen series of cosmetic products. CPC Corporation branched out into health food industry, in petrol station sale of a series of health food stations. State-owned enterprises in the introduction of extension products is often accompanied by promotional activities conducted. According to scholars, Mela, Gupta and Lehmann (1997) found that long-term use of price promotion strategy (e.g.: discounts), may have a negative impact on the brand. Therefore, this study is to investigate the marketing activities with the brand extension strategy for the extension of product attitude and purchase intention impact, and the extension fit whether interfere with or affect the effectiveness of brand extension strategy. This study adopt 2 (state-owned brand attitude: good attitude, bad attitude) X2 (Promotion Type: Price promotions, non-price promotion) X2 (extension fit: high, low) experimental method. Discussing independent variable state-owned brand attitude and Promotion Type, interfere with variable extension fit , to dependent variable purchase intention and extension of product attitude interaction effect. state-run business of Taiwan Sugar Corporation and Taiwan Water Corporation, which produce the packaging water as the brand of experimental. And promote type (price, non-price) and the extension fit (high, low) composed of four kinds of scenario, each scenario sample number of 41 ~ 43, the total valid sample size was 167, mainly test on three university of the students in Kaohsiung. The results showed, the subjects of the original state-owned brand attitude will be transferred to the extension product, thereby affecting the purchase intention and extension product attitude. The subjects which to price promotion have more purchase intention than non-price promotions, but do not affect the extension product's brand attitude. Different extent ion fit will interfere purchase intention and it will effect different attitude, promote type, extension product's attitude.

När ett företag väljer att utvidga sitt varumärke kan det av olika anledningar antingen gynna eller missgynna varumärkets värde. Risken att strategin påverkar varumärket negativt är större hos varumärken och det är svårt att implementera strategin rätt för att det inte ska skada imagen. Flera lyxvarumärken har någon typ av varumärkesutvidgning för att kunna öka sin tillväxt och det finns olika sätt att utföra strategin. Den här studien har fokuserats på vertikal varumärkesutvidgning nedåt hos lyxvarumärken inom modebranschen där utvidgningen erbjuder alternativ med lägre priser. Genom varumärkesutvidgningar kan det uppstå problem när företag sänker priset för att nå nya segment. Det kan då komma till en punkt där varumärket överexpanderas och exklusiviteten i märket påverkas negativt och därmed försvagas. Syftet med den här studien var att undersöka hur konsumenters attityder förändras när företag utvidgar sitt varumärke med ökad tillgänglighet för konsumenter till följd. I den teoretiska referensramen beskrivs begreppet varumärkesutvidgning och vilka faktorer som påverkar när det uppstår negativa effekter. Relevanta artiklar hjälper till att förstå bakgrunden till fenomenet och tidigare forskning visar hur varumärkesutvidgning kan vara ett problem för just lyxvarumärken. Metoden som har använts är av kvalitativ form där tio stycken intervjuer genomfördes. Respondenterna bestod av kvinnor i åldern 20-30 år och frågorna fokuserades på deras attityder mot varumärkesutvidgning som strategi och hur uppfattningen kring ett lyxvarumärke kan förändras när tillgängligheten ökar. Resultatet visar att det fanns både positiva och negativa uppfattningar om lyxvarumärken som blir mer tillgängliga. Respondenterna menade att då det skapas nya produkter till lägre priser får de själva möjlighet att konsumera märket, men samtidigt kan det också skada värdet och exklusiviteten. Ökad tillgänglighet kan ge nya målgrupper vilket också kan riskera att skada företagets image hos den ursprungliga målgruppen. I Resultatdiskussionen analyserades intervjuerna och tidigare teorier om varumärkesutvidgning kopplades till respondenternas svar. Diskussionen blev uppdelad utifrån resultatets fem olika kategorier där varje kategori analyseras enskilt. I avsnittet om studiens trovärdighet visas hur tillförlitlig undersökningen är i förhållande till det slutgiltiga resultatet. Där diskuteras kritiska synpunkter men också hur studien på ett positivt sätt kan bidra till vidare forskning. Slutsatsen från denna undersökning är att vertikal varumärkesutvidgning nedåt fungerar, under förutsättning att det finns en noggrann strategi för prisnivå och nya målgrupper. Förslagsvis kan strategin baseras på en ingående marknadsundersökning och med rätt underlag kan målgrupp och pris fastställas, för att undvika att varumärkets image skadas. / When a company chooses to extend their brand can it either favor or disfavor the brands’ value. The negative risk with this strategy is bigger when it comes to luxury brands and it is hard to implement the right strategy without damaging the image. There are several luxury brands that use some kind of brand extension to be able to increase the profit and there are different ways to perform the strategy. This study was focused on downward brand extensions for luxury brands in the fashion industry where the extension offers alternatives to a lower price. When a company that offers luxury brands lowers the price to reach new segment, problems can easily be developed. It can come to a point where the brand overextends and the exclusivity in the brand can be affected negatively and therefore be diluted. The purpose with this study was to investigate how consumers’ attitudes change when companies extend their brand and make it more accessible for everyone. The concept of brand extension is described in the theoretical framework and what factors affect when negative effects develop. Relevant articles assist to understand the background to this phenomenon and earlier research show how brand extension can be a problem specifically for luxury brands. The method that has been used is qualitative and ten interviews were made with women in the age of 20-30. The questions were focused on the respondents’ attitudes towards brand extension as a strategy and how the perception about a brand can change when it becomes more accessible. The result shows that there were both positive and negative perceptions about luxury brands when accessibility increases. The respondents meant that when new products are created to lower prices they get the opportunity to consume the brand themselves, but at the same time it can still damage the value and the exclusivity. An increase in accessibility can crate new target groups, which can also risk damaging the image of the company among the individuals in the original target group. In the results discussion the interviews were analyzed and earlier theories about brand extension were connected to the answers of the respondents. The discussion was divided into the five categories from the result where every category was analyzed separately. In the part where the methodology discussion is presented, it shows how reliable the research is relative to the final result. The critical standing points were discussed but also how the study in a positive way can contribute to further research. The conclusion from this study is that downward vertical brand extension works, subject to there is an accurate strategy for price level and new target groups. As a suggestion the strategy can be based on a more thorough market research and with the right foundation both target groups and price can be determined, to avoid damage of the brands’ image.