Paper

BBCT 3033

Name

Ridzuan bin Abidula

Matrix number

WINTER
Introduction
Template

Doyle (1989),
the use of brand name successfully established for one
segment or channel to enter another one in the same broad
market
Barrons Dictionary of Bussiness Terms,
the addition for a new product to an already established line of
products under the same name.

Factors

Factors influencing consumers

decision making on brand extension

Psychological
factors
Personal
factors
Environmental
influences

Factors influencing consumers

decision making on brand extension
Personality
and
self-concept

Learning

Motivation
Psychological
factors

Impact of
attitude

Perception

Factors influencing consumers

decision making on brand extension

Demographic
factor

Personal
factors

Situational
factor

Factors influencing consumers

decision making on brand extension

Culture

Social class

Environmental
influences

Socio-economic

Quality,price
and
promotion

Conclusion
A brand's "extendibility" depends on how strong
consumer's associations are to the brand's values and
goals.
Poor choices for brand extension may dilute and
deteriorate the core brand and damage the brand equity.
Every marketer should pursue the long term equity and
pay attention to every strategy in detail.
The secret to successful branding is to influence the
decisions the way in which consumers perceive the
company or product, and brands can affect the minds of
customers by appealing to the information acquired and
analyzed.