MRKG 2371 Consumer Behavior

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MRKG 2371 Consumer Behavior

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MRKG 2371 Consumer Behavior

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Course Code: MRKG2371
University: Austin Community College

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Country: United States

Question

Write Strategic recommendations on how to successfully sell the brand extension or repositioned brand. Make sure you discuss cultural and subcultural implications.
 
Discuss how the brand will demonstrate it is socially responsible.
 
Discuss why you think this will be a successful endeavor.
 
I selecte gucci brand for the study.

Answer
Strategic Recommendation on Selling Brand Extension
Brand extension refers to new products which have been introduced under a brand name that already exist or a newly introduced product in a different category from the original brand (Aaker, 1990). There are a number of factors which determine the success of brand extension. One of the factors is the extent to which a brand extension fits the parent brand. For an extension to be considered to be fitting the parent brand, it should be in a class that resembles the parent brand, the characteristics associated with the parent brand should have a utility value in the given product and the high standing achieved through success of parent brand should be transferable to the extension product. When it is highly perceived that an extension product fits the parent brand then it has high chances of being successful (Alokparna (sonia) Monga, February, 2007).
According to Nisbett (2001), brand extension is also affected by consumer culture. Extension fitness is judged differently in different cultures. This emanates from cultural differences in styles of thinking. The East Asian societies are characterized by holistic thinking while the western societies exhibit analytic thinking. Holistic thinking refers to an alignment to a particular circumstance or the whole field while analytic thinking implies a dispassion of the object from its context and focuses of the characteristics of the object (Nisbett, 2001).
To sell a brand extension of Gucci all the above factors should be put into consideration. To ensure Gucci brand is socially responsible, it should; donate a portion of its profit or goods to needy organizations, support local causes that are in line with the brand and use environmental friendly elements in the products among others. The brand extension will be successful because Gucci is a well-established brand with high acceptability.
References
Aaker, D. a. (1990). Consumer evaluations of brand extensions. The journal of Marketing, 27-41.
Alokparna (sonia) Monga, D. R. (February, 2007). Cultural Differences in Brand Extension Evaluation: The influence of Analytic versus Holistic Thinking. Research Gate.
Nisbett, R. E. (2001). Culture and Systems of thought: Holistic versus Analytic Cognition. Psychological Review, 291-310.

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