Brand Extension Strategies and Corporate Image of Profit Making Government Owned Organizations in Tanzania

Abstract

The objective of the study was to set up the impact of brand expansion strategies on the corporate image of profit making government owned organization. The research design was a descriptive cross-sectional study. The populace of inquire was all the 65 profit making government owned organizations in Tanzania. Essential information was collected through self-administered surveys. Information was analyzed by clear and inferential insights. Positive regression coefficient values in all variables analyzed established was found. Profit making government owned organization corporate image is a result of high fit on product extensions which helps customers keep in mind parent brand affiliations for non-dominant brands which the less the number of item categories with which the center brand is related, the more prominent the effect of fit and seen capacity of the firm to create brand expansion. In conclusion hence, the demeanor toward brand expansion, brand dependability, picture fit and last brand picture are among the components are the variables being impacted by introductory brand picture. Thus, it is prescribed that when brand supervisors are propelling unused items, it is fitting that they utilize communication campaigns emphasizing the brand title more than the items being propelled. A conceivable impediment of the consider is the determination of moo association, moo hazard, moo complexity merchandise and benefit categories, to pick up tall brand nature among responses. The study focused on the government owned organizations which are for profit making and there is need for a similar research to be carried out in other sectors, such as manufacturing, service industry among other.