Brand Extension: An Overview

BRAND EXTENSION
An overview

INTRODUCTION
 The competition within the
business world has increased
because of the number of choices
that are available to the customers
(Barnes and White 2017).
 Organizations in order to mitigate
this competition are trying to
create a unique brand image of
their own (Goedertier et al. 2015)
 Brand extension is another option
which is being used by many
organizations

BRAND AND BRAND
EXTENSION
 As opined by Huang, Jia and Wyer
Jr. (2017),brand can be defined as
the perception of a customer or
individual regarding the products or
services offered by an organization.
 This experience distinguishes one
organization from another
 The process of brand extension is
being used by organizations to use
their existing brand name or image
or patents for the launch of new
products or services so as to boost
their sales (Goedertier et al. 2015).

NIKE
 The American multinational organization Nike
was founded by Bill Bowerman and Phil
Knight in 1964 and especially in the
designing, manufacturing, development as
well as the marketing of sports footwear,
apparels, accessories and others (Nike.com
2019.
 The organization is currently operational in
more than 170 different nations of the world
and holds monopoly in the sports footwear
manufacturing industry (Nike.com 2019).
 The gross revenue generated by the
organization in 2017 was $29.6 billion and
was ranked at the 89th largest organization of
the world in terms of the revenue generated by
it (Nike.com 2019).