Brand Extension Strategy for Amazon

CW2 Brand Extension Report

Table of Contents
• Introduction
• Kapferer’s brand identity prism
• Ans off Matrix
• STP Strategy
• PESTEL Analysis for the external factor
• Competitor analysis
• Conclusion

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.