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The Theoretical Research Proposal Brand Management

In the organization world firms acknowledged the proper role of brand extensions. A lot of the organizations capitalize on the brand equity and brand extensions. Parent brand helps in brand extensions. Brand expansion involves the use of a brand established in one product school to get into another product category. Brand extension performs major role in bringing awareness of parental brand and brings about go up in the sales of the merchandise. The worth of brand extension from the parental brand has been thoroughly accepted in all the marketplaces. The brand expansion is an efficient tool that may enhance the brand image of the parental brand. Brand extension is the best way of capitalising on a brand to market services or services and acquires new customers to the brand.


This research proposal is based on the conceptual-theoretical Research method and the final research will try to test the hypotheses that have been produced from the review of literature. The dissertation will be an attempt to investigate the relationship of parent brand in the brand extensions. Brand its perceptions, value and role there a wide range of questions arises when we have a look at the marketplace place. These questions are not only important from consumer's point of view but it addittionally has an enthusiastic importance from professional point of view. All the developing and service organisations have been found to have difficulties in achieving the first top priority of these consumers in term of the selection standards to acquisitions. Understanding brands and brand expansion are challenging an activity which enable the organisations to set-up effective marketing strategy in targeting the existing and potential consumers and brings about achieve the income and other competitive advantages in the market place.


The idea of marketers behind brand extension is to satisfy the customers by firmly taking an upper hand in the competitive world. There are a few companies which lengthen their brands within the same category but of different flavours. All the marketers increase their brands in the same series updating the fads in conditions of likes and choices of the clients. Brand extensions mostly targets a particular market segment considering the needs and preferences of the consumers. But sometimes to target the market the merchandise may change predicated on psychological or geographical factors (Kotler, 2006). Therefore segmentation also needs to consider the kind of product before choosing the mark market (Diamantopoulos. A et al, 2005). A "good" brand extension strategy is one where the brand name aids the extension, while a "very good" brand extension also enhances the brand (Aaker, 1991). The successful brand extensions are primarily inspired by the father or mother brand. To generate strong brands, companies have to pursue the uniqueness and also they need to be posses different from the contending brands, it will make simpler to extend into the other categories (Keller, 1998).

When brand extensions are created Parent brand are associated. Consumer perceptions are effected when the mother or father brand is associated with the brand extensions "a lot more similar the extension is to a parent brand, the much more likely are consumers to infer the mother or father brand characteristics in the extension" (Bhat and Reddy, 2001, p. 13). Parent brand associations can influence the consumer buying behaviour. Consumer will accept when the extensions will fit with the parent or guardian brand. These will change the positive effect on the brand organizations and the brand extensions. Good fit is known as to be important for positive consumer evaluations (i. e. augmentation) of the key brand (Aaker and Keller, 1990; Keller and Aaker, 1992; Sunde and Brodie, 1993; Bottomley and Doyle, 1996). In brand extensions strategy brand quality performs an important role. Dawar and Andersen (1994) revealed that starting brand extensions in a regular route also increased purchase possibility. (Seltene. M and Brunel, 2008) In context brand extensions may show poor levels; it may create damage the parental brand image. Brand personality is the key element of the brand image.

Mainly brand extensions strategy done in two forms: vertical and horizontal. Inside a horizontal brand extensions, for the new product existing brand is applied. It can be the related product school or it could category which is new to the firm. (Keller and Aaker, 1992; Sullivan, 1990). In vertical brand extensions, there are two possible means of extensions: intensify and step down. When the brand extension is created at less price and in cheaper price than the parental brand (step -down) or at higher price than the mother or father brand (step - up). In vertical extensions a descriptor is usually introduced combined with the father or mother brand, to resemble the hyperlink between the mother or father brand and brand expansion. By the dedication - trust theory in relationship marketing, the principal variables for maintaining successful relationships between your customer and the brand is trust and commitment. Product evaluation can be inspired by the consumer trust towards the brand. (Chen. K and Liu. C, 2004). Erdem and Swait (2004) discovered that brand trustworthiness (trustworthiness and experience) escalates the probability that a brand will be looked at and selected, because the consumers' trust in particular exerts a great influence on purchase purpose. Consumer transfer mother or father brand trust to the brand extensions. Nonetheless it can be perceived that the brand product as being without risk, you will see positive relationship exists between the father or mother and the approval of the brand extensions. Consumer perceptions on the mother or father brand can impact the thoughts towards brand categories extensions and there is better transfer of conception toward expansion product categories with better somewhat than weaker category-dominant brand have an impact on. ( Chen. K and Liu. C 2004).

Most of the brand extensions are based on the association of the father or mother brand. From the strong associations between the parent brand and brand expansion will add a positive point from the competing brands (Keller, 1998). Meyvis and Janiszewski (2004) also suggested assessing the success of brand expansion for wide and small brands from the perspectives of accessibility, diagnosticity and similarity, where ease of access is the degree to which a piece of information can be retrieved from memory space for input into a wisdom and diagnosticity is the degree to which that piece of information is relevant to a given dedication. (Wu. C and Yen. C. Y, 2007)When different brand breadths have equally desirable associations, the huge benefits from the broad brand are more accessible than those associated with the narrow brand; when brands with different breadths have similarly attractive and accessible beneficial organizations, consumers choose the products. (Thorbjornen. H, 2005),


Numerous marketing principles emerge in the consumer market and whereas the brand expansion play important role on the market place. Effective brand extension will enhance the sales. There's a need for a larger understanding of the brand extension with the international market and the factors accountable for success or failing of the brand. Specifically, there's a need to recognize the role of brand extension within the buyer market. It can help the firms who want to extend their brands.

Research Aim:

To find how parental brand is associated in the brand extensions

Research Targets:

To find the value of the parental brand in brand extensions

To find the impact of the brand extensions on brand image

Research Questions:

Why the brand extensions matters to the companies?

To what scope the parent or guardian brand is associated in brand extensions?

How the brand extensions affects on consumer?


BRAND EXTENSION : A new brand in the name of existing brand.

SUB BRAND : A fresh combined with existing brand.

PARENT BRAND : A pre-existing brand providing go up to sub brand.


It calls for time taking of brand professionals of different multi-national organisations who are busy together with their responsibilities. It also requires intake of precious time business man and even the clients. It also consists of cost factor as it wastes the precious time of managers and the marketer's. Getting period to fill up the questionnaires and acquiring the reviews from different business man is also difficult and sometimes can lead to the decrease the accuracy of main data collected. Time constraints and frantic schedule at work are only restricting factor for the principal research. It could sometimes create problems in collecting qualitative answers and feedback

RESEARCH Methodology:

Formulating and clarifying the research topic:

It the important area of the Research. Researching a subject uses various ways to create and refining search ideas. It is important that there must be a use of reasonable thinking and critical considering techniques. The ideas that happen to be generated that should be easily integrated as a result such as working up and tapering down. Research should be purely based on literature review. Research is is determined by theory. Organise the ideas while the writing a research. Research wording should be clear to the reader that what u want to do, why you want to do, what you want to achieve and the way to plan and achieve it. (Saunders. M et al 2007)


Literature review to understand and a perspective of the previous research and its targets. Review will helps to get an overview of a research, tips of the study and that may be shown in a logical way. It'll create a fresh insight points. It will create a research report. It will help in the tapering down on the research question s. While planning a literature review Objectives should be obviously defined, variables of research should be explained, create the main element words and search words. These contributes to a relevance tree. While evaluating the literature goal and research question should be define evidently. (Saunders. M et al 2007)

Research Ethics:

Ethics are crucial aspect for a research. Practicability should be accepted as an important goals how to attempt a research and what to choose a research. It identifies the suitability to the right of those, who became subject matter of the study or effected by the study. Honest research should be turning over the outset of the research. It concerns in every the phases of the study such as collecting the data, data being able to access or analyzing the info. it from the power relationship between the researcher and the ones who accessed the data (Saunders. M et al 2007)

Selecting Sampling:

Sampling techniques are depends upon on the possibility and sensibility of the info collection to answer the research questions and its targets. Characteristics of a sample should be estimated statically from a provided test. It does not require any generalisations. It ought to be make use of non likelihood techniques alternatively. Probability sampling is time consuming in comparison with non possibility techniques. In probability techniques it needs sampling framework. When it extremely hard to construct the sampling approach we can go for a non probability strategy. Non likelihood techniques also provide the opportunity to select the sample. (Saunders et al 2007)

Using the extra data and primary data:

Data which have already been accumulated for a few other purpose, perhaps refined and sub sequent stored, are referred to as supplementary data (Saunders 2007). These data can be utilized in lots of ways such as to provide set of a data, to supply the time series data, to provide the research finding. It could require detective work with a second data it may involve in sort of data is obtainable. Research questions and objectives should be access to secondary data to make sure the sustainability of the data. supplementary data should be evaluated to precise sustainability. Dimension bias and sustainability should be included when the info is examined. (Saunders et al 2007)

Primary data collection basically the data collected by the researcher itself. In the primary data observation play an important role in collection of data. Participant observation and organised observations are the two types of techniques in observation techniques. Adopt a particular method to accumulate the data. Identify the stability and risks by both types of techniques. (Saunders et al 2007)

Secondary data Sources

Secondary data is straightforward to access and its own cheap. it takes on a vital role in a research process. It could be use backdrop information. Internet source can be reached to different sites can be useful to collect the supplementary data. Researcher can sign up to online publication can be used as extra information. Publications of marketing, Journal on the client marketing romantic relationship, Mintel market Intelligence Printed by the Mintel and Publications by the Emerald can explore to acquire the info. Data can be collected from the Reports on customer marketing romance, Loyalty Plans. To explore more there are basic literature to require to follow the study work and it persistence and the building blocks of supportive ideas and ideas such as Customer Romance Management, Strategic Market human relationships. (Saunders. M et al 2007)

Quantitative data:

Researcher data will maintain natural form. These data have to be comprised and analysed. The info will be restricted by presentations, brief summary. Data confine of demonstration, synopsis and analyses. Examining the data will conducted by the numerical and standardised data. Ratio, ratio or quality of respondents against the question can find out by researcher through the quantitative research. Observational methods, study methods and experimental methods majorly there are three techniques adopted in the quantitative research to collect the data. Survey methods can be utilized by the researcher. (Saunders. M et al 2007)

Qualitative Research:

Qualitative research consists of non numerical data. Data contains both written and spoken words by different persons. In generally includes in summarising, categorising and structuring the data. It offers the interviews, observation and record summaries Researcher have to analyze and relate with the deductively or an inductively established procedure. (Saunders et al 2007)

Techniques in data analyzing

A set of questionnaires is given to the managers and the clients. By asking those to respond to the same set of the questionnaires. It could be used as a review strategy. The questionnaires will be inspired by the research question and its aims. The questionnaires must meet the aims and research questions the responsive rate depends after on the questionnaires prepared. It should meet up with the stability and validity of the info. The collected data talks about the qualities, opinions and behaviours. The ultimate results can be discussed in the other section. Through the use of the several data ways to understand the comparability with sampling shape to the responses to the questionnaires that how customer is acting towards to the devotion schemes. . (Saunders et al 2007)

A specific research plan as time passes scale plan

Word Matter : 2441

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