Research proposal of dove
Table of Contents
1. Title:
“Effectiveness of Brand Extension in Personal Care Product: A Case Study on Dove of Unilever.”
1.0 Background of the Study
Brand is perceived to be in important intangible asset for company which gives company a cutting edge in product market through positioning in consumer mind. To leverage on success of brand, companies go for brand extension which is offering different new product in the same brand name. Such brand strategy is intended to be pursued to save cost of launching new brand, to minimize risk of brand failure and to leverage on success of existing brand. Organization who are in personal care product business often go for such brand extension treating brand as their assists where they try to leverage on their brand equity by launching new products under already established brand names (Vanitha et al, 2001). There are many factors that define the effectiveness and success of brand extension in personal care products. Perceived Quality of Parent Brand, the relative importance of fit of brand with consumer characteristics and mission of brand are important variable which determine brand success (Park, et al, 1991). Beyond those factors, in case of personal care brand extension, media planning, brand development and brand management and public relation to communicate the brand are considered to be influential in evaluating the success of brand extension. This research work is perused to evaluate the effectiveness of brand extension strategy in personal care products in general and brand extension strategy of Dove brand of Unilever. The report will elaborate whether brand extension strategy of Dove was successful one considering the variable mentioned above. The report is prepared based on customers’ responses collected through survey and observations of branding expert to assess such effectiveness. The turnover from products launched under brand extension strategy will be
1. Title:
“Effectiveness of Brand Extension in Personal Care Product: A Case Study on Dove of Unilever.”
1.0 Background of the Study
Brand is perceived to be in important intangible asset for company which gives company a cutting edge in product market through positioning in consumer mind. To leverage on success of brand, companies go for brand extension which is offering different new product in the same brand name. Such brand strategy is intended to be pursued to save cost of launching new brand, to minimize risk of brand failure and to leverage on success of existing brand. Organization who are in personal care product business often go for such brand extension treating brand as their assists where they try to leverage on their brand equity by launching new products under already established brand names (Vanitha et al, 2001). There are many factors that define the effectiveness and success of brand extension in personal care products. Perceived Quality of Parent Brand, the relative importance of fit of brand with consumer characteristics and mission of brand are important variable which determine brand success (Park, et al, 1991). Beyond those factors, in case of personal care brand extension, media planning, brand development and brand management and public relation to communicate the brand are considered to be influential in evaluating the success of brand extension. This research work is perused to evaluate the effectiveness of brand extension strategy in personal care products in general and brand extension strategy of Dove brand of Unilever. The report will elaborate whether brand extension strategy of Dove was successful one considering the variable mentioned above. The report is prepared based on customers’ responses collected through survey and observations of branding expert to assess such effectiveness. The turnover from products launched under brand extension strategy will be