University Marketing Report: MG412 Brand Extension Analysis - Jan 2020

This report, submitted for the Principles of Marketing module (MG412), focuses on brand extension strategies. The report begins by defining branding and its importance in creating a recognizable identity for a company. It then explains the concept of brand extension, where a company uses an existing brand name to launch products in different categories to leverage brand equity. The core of the report discusses Kapferer’s Brand Identity Prism, a model comprising six elements (physique, personality, culture, relationship, reflection, and self-image) used to shape a brand's image and perception among consumers. The report provides concise definitions of each element within the prism. The report includes a reference list of academic sources used. The assignment was a group project, requiring a 10-minute presentation and a 1000-word report explaining a new brand extension for an existing brand.

PRINCIPLE OF
MARKETING

Table of Contents
MAIN BODY...................................................................................................................................3
Branding.......................................................................................................................................3
Brand Extension...........................................................................................................................3
Model of branding........................................................................................................................3
REFERENCES................................................................................................................................4

MAIN BODY
Branding
Branding is the marketing activity which used to look at developing and creating the
name and the symbol of the company which can be easily recognized by the consumer and the
competitor in the market (Okonkwo, 2016). The main purpose of it to make distinguish identity
of company in contrast to the competitor.
Brand Extension
Brand extension is the concept which is used as a marketing strategy by the company in
which the organization used to promote the product of the company with the same brand name
for the different product categories. The main purpose of this concept is to increase the leverage
brand equity (Jain, 2017).
Model of branding
The model which is generally used by all the organization to build the good branding in the
organization is the Kapferer’s Brand Identity Prism. This model is consisted of the six element
which used to make up the overall perception and the image of the brand in the eyes of the
customer (Andreea, 2018).
 Physique: This element used to look at the common design element such as standard
feature, a set of colour and features.
 Personality: This element make sure that the branding used to create the voice or the
personality in front of the customer.
 Culture: This element explains that some element of the brand of the organization should
be rooted in the local culture of the nation.
 Relationship: This element pass on the message that the branding should connect the
organization and customer in it.
 Reflection: This element explains that the brand of the company must shows the
personality and identity of the market or segment which company is looking to target.
 Self image: This element explains that thee buyer should get a felling of self-image at the
time of buying the product.

REFERENCES
Okonkwo, U., 2016. Luxury fashion branding: trends, tactics, techniques. Springer.
Jain, R., 2017. A review of extension and endorsement branding strategies. South Asian Journal
of Marketing & Management Research. 7(7). pp.99-103.
Andreea, C., 2018. Exploring Kapferer’s brand identity prism applicability in theatre. IJAME.