Reference no: EM133940001

Brand Extension Assignment

For this assignment, you are asked to choose an existing brand and create
a brand extension for that brand. This is not connected to your final paper topic, so you can use any brand, including your final paper topic for this deliverable. Your goal is to present a detailed, well-reasoned proposal that explains how you would expand the brand into a new product category or service offering. This will require you to think strategically about how the brand's identity, values, and market position can be leveraged to successfully extend into new markets or product lines.
Assignment Details:
Length: 5 pages (this does not include title and reference pages)
Format: Word document
Submission: Upload the assignment into the ASSIGNMENT Container in the course platform

Headings to Include:
Brand Overview (Background)
Provide a brief background on the brand you have chosen. Include the following:
A description of the company's history and its core offerings.
The brand's current market position, strengths, and unique value proposition.
Key brand elements that define its identity (e.g., mission statement, core values, target audience).
A discussion of the brand's current customer base and overall reputation in the market.
Extension Idea
Describe the new product or service that you propose for the brand

extension.
Consider the following:

What is the new product or service?
How does it relate to the brand's core offerings or values?
What differentiates this extension from competitors in the market?
Rationale/Justification for the Extension
In this section, you will provide the reasoning behind your decision to propose this specific brand extension.
Why is this brand extension a good fit for the brand?
How does it align with the brand's mission statement and core values?
What market needs or customer desires does this extension address? Get instant assignment help from top tutors.
Support your reasoning with data, trends, and research that highlight potential market opportunities.
Target Market
Define the target audience for the brand extension. Consider the following:
Who is the primary customer for this extension (demographics, psychographics, behaviors)?
What consumer needs does this new product or service fulfill?
Are there new market segments you can target with this extension that weren't previously reached by the brand?
Provide data on market size, trends, and consumer preferences to support your target market choice.
Marketing and Launch Strategy
Outline a marketing and launch strategy for your proposed brand extension. This should include:
Pricing Strategy: How will you price the new product? Consider market positioning, competition, and value perception.

Channel Strategy: Where and how will the new product be sold? Discuss whether the brand will leverage existing distribution channels or if new channels will be needed.
Promotional Strategy: How will the brand raise awareness for the extension? Consider both traditional and digital marketing methods (e.g., advertising, PR, influencer marketing, social media, content marketing).
Launch Timeline: Provide an overview of the key stages of the product launch and the timing for each phase.
Ethical Considerations
Discuss any potential ethical concerns related to your brand extension. This could include:
Issues related to sustainability or social responsibility.
Consumer privacy or data security concerns, especially if the extension involves new technologies or services.
Potential concerns related to misleading advertising or cultural sensitivities when expanding into new markets.
Address how you would ensure that the brand maintains ethical standards and a positive public image throughout the extension process.