Från Gubbe till Fashion Week

Sammanfattning: Abstract Title: From Oldster to Fashion Week – A study of brand revitalization through brand extension Seminar date: 2013-06-05 Course: FEKH29 Business Administration – Marketing Authors: Hanna Brochs, Isabelle Lacotte Olsson, Martin Mattson Advisor: Lars Carlman Examiner: Clara Gustafsson Purpose: The purpose of this essay is to discuss and analyze how a company can use brand extension to revitalize a brand and increase brand equity. Methodology: A hermeneutical study that relies on data collected through qualitative research methodology. The empirical data was gathered through semi-structured interviews that gave the respondent a chance to speak freely and the interviewers the option of following questions. The case study is a ”one-case” study that illustrates the essays question. Theoretical perspective: The study of revitalization was mainly based from Melins (1999) theory and process of building a brand, the critic lifted from Ries and Trout (1985) and Aakers theory about revitalization. Empirical foundation: The empirical data is built on the case company GANT. The reader is presented with a background and presentation of the company followed by the respondents statements. Conclusion: The study is concluded with a discussion about the pros and cons that were discovered about revitalization through brand extension. Conclusions regarding revitalization are drawn due to the brand extensions opportunity of transferring brand identity between the main brand and the extension. The strong disagreement from the researchers, together with the analysis from the case company, directs the authors of this essay to the conclusion that it is not possible to make a general and interprofessional regulation regarding whether a company should or should not revitalize or how a brand extension helps or topples a revitalization process