The Positive Impact of Brand Extension And Brand Architecture on Brand Image

Abstract

 Companies have used brand extension or expansion strategies in recent years to sell their new products, as this approach will decrease the risk of failure of such goods or services because customers are more comfortable accepting new goods that are introduced under established brands or under the same brand portfolio. This research targets to explore in depth the positive impact of brand extension and brand architecture strategies on the brand identity and assess the influence brand extensions have on their brand image and concentrate on the brand architecture impact that brand extensions or strategies have on them. Data was collected from a sample of 197 university students by using questionnaire. Participation in the survey is limited to students living in Ernakulam district. Two independent variables used in this study are brand extension and brand architecture and the dependent variable is brand image. The concluding observation is that that customers don’t have a particular attitude towards the brand’s architecture, it is always the sub-brands that creates a brand image for the brand’s architecture of products.