Designing a Successful Brand Extension From Theory to Practice. The National Geographic Case Project.

Abstract

Throughout the recent decades, more and more companies have found themselves competing in mature markets. Firms are sparing no effort to find new solutions to protect their assets and increase revenues at the same time. Brands are part of our lives and they influence the way we live in many unexpected ways. through an extension, The first chapter analyzes what a brand is, the evolution of this concept throughout the years and its main components. In order to successfully exploit brand equity, brand extensions allow a firm to grow by leveraging its current customer base and parent brand image, so that there is more than one way to design and finalize those strategies. n the second chapter, after describing the differences between brand licensing and co-branding, there is a focus on to more practical discriminants as brand reputation and perceived fit, delineating how a company should stretch its brand according to these two attributes. Third chapter deals with the media and entertainment industry, the National Geographic sector concerned, describing the impact of new technologies and media on it. In the fourth and last chapter, a brand extension project for The National Geographic Partners is proposed to enhance their customer base, especially among young people, and increase their market share.