Brand Extension Report

CW2 Brand Extension Report
MG412 Principles of
Marketing

Executive Summary
This report provided high understanding about significance of brand extension and
brand value for the existing company which is going to expand it’s business in the
country i.e. EU. Kapferer’s Model has used for the brand extension. Target market and
evaluation of new market and trends has analysed by the Haagen Company with the support of
Pestle analysis. Tauber’s brand extension options, Product packaging, Brand positioning etc. has
used for the product expansion in the targeted nation. Comparative analysis between two brands
i.e. Organic Haagen and Luscious organics have done in this report.

TABLE OF CONTENTS
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Methodology....................................................................................................................................4
Finding.............................................................................................................................................4
Existing Brand and Brand Values................................................................................................4
Target Market..............................................................................................................................5
Analysis of the new Market and Trends......................................................................................5
Explanation of the new product...................................................................................................6
Comparative analysis of Competition.........................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8