Subject: This paper is about Brand Extension and if the process differs when a company extends its brand from a service to a product in comparison to an extension from a product to a product. As an example we have analyzed the mobile phone business and the mobile phone operators who launch their private branded mobile phones Purpose: The purpose of this paper is to analyze how companies use brand extension from service to product as a part of their brand extension strategy. Method: A literature study was done in the brand extension area, but also in the area of brands to have a deeper understanding for the subject. A qualitative study with interviews was combined with a quantitative survey study. On the basis of the theories we could analyze the collected data and fulfill the papers purpose. Results: Important features and differences in services and products were identified and the importance of a strong brand identity before an extension. The consumers showed positive attitudes and reactions towards the companies brand extension strategies through the survey.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:sh-2225 |
| Date | January 2008 |
| Creators | Grafström, Kajsa, Stridbeck, Elin |
| Publisher | Södertörns högskola, Institutionen för ekonomi och företagande, Södertörns högskola, Institutionen för ekonomi och företagande |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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