Brand Extension Report

CW2 Brand Extension
Report

Table of Contents
INTRODUCTION................................................................................................................................3
REFRERENCES..................................................................................................................................7
Books & Journal:.............................................................................................................................7

INTRODUCTION
Amazon is an American multinational company which has its headquartered in Seattle,
Washington. The company has been founded in 1994 and today, the company is seems out to be as
one of the leading company in the market. Brand extension is defined as launching product in the
new market sector. This report is based on the Amazon Company in respect to its brand extension
strategy. In this report methodology will be discussed to achieve the best level of brand extension
strategy.
Background (AMAZON)
With rise of internet usage in market, Amazon has been growing it activities at global scale.
Market share of Amazon is 49% of US e-commerce market. They also established their web
services which is also known as cloud computing. Moreover, due to increase of competition in
market they have been also using expanding their products line at larger scale. The market size
of Amazon is 49 % which is largest market size as compared to its competitors such as E-Bay,
Apple and Walmart. Furthermore, through continuously focusing on brand extension, they have
been able to achieve competitive benefit in market.
Existing Brand Value
 The brand value of Amazon is being at top and most valuable brand in Brand Finance
Global 500 ranking as exceeding US 200 billion value mark .
 In this e-commerce market, Amazon is at top defeating its competitors such as E-Bay,
Walmart etc.
 With increase shift of market into digitally, Amazon is able to satisfy customers demand at
all level.
 Also, customers has trust in brand which enhances their brand value in market at higher
level.
Methodology
In order to achieve the best level of brand extension strategy secondary research has
undertaken over new market sector has been done in this project. Amazon Company is planning to
enter in the electric automotive sector to expand the growth of company. To collect information
related to new market company has gone through internet sources, books, magazines, researches