Brand Extension Report

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.

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 and other such information
sources.