Principles of Marketing Brand Extension

PRINCIPLES OF
MARKETING
CW2

Content
 Introduction
 Existing Brand and Brand Values
 Kapferer's Brand Identity Prism
 Ansoff matrix
 Description of Target Market
 Analysis of new market, including trends-PESTLE Analysis
 TAUBER’S BRAND EXTENSION OPTIONS
 Comparative analysis
 Conclusion
 References

Marketing is defined as an activity mainly emphasis on building strong brand image
in market so that maximum number of people are attracted towards their products
and services. The present report discusses the procedure of brand extension
decided by Bentley Motors Limited which is engaged in manufacturing and
marketing of luxury cards and SUVs having headquartered in Crewe, England.
Introduction

Existing Brand and Brand Values
• Brand refers to the name, design, term, symbol and other distinct
features which is used to create unique image and high goodwill for
seller in the front of buyers.
• It also distinguish about the organisation and their offerings are
more valuable as compare to the rival companies.