Brand Extension Strategies and Brand Image of Tuskys Mavazi

Abstract

This was set to establish brand extension strategy on brand image at Tuskys Mavazi. The set research questions answered were: How different types or categories of brand extension affected brand image? A case study research design was utilized where 3 managers from Tuskys Mavazi were targeted. An open-ended interview was utilized to gather the primary information. Content analysis techniques was used to analyze the narrations of the research participants. The study results showed that there existed an association between shifting of form extension and brand image. There are various types of brand extension but it’s not so much the choice of extension as is the transfer of benefits that will lead to success of the brand extension. It was much easier to convert customers who were already using and were loyal to the mother brand than it was to convert new entrants when it comes to brand extensions. The findings therefore show that there existed associations of leveraging customer base extensions and brand image. Also, the study reveals that there existed an association between transfer of benefits extension, and brand image. It was observed that the more the benefits adopted from parent brand by the extended brand, the easier the acceptance in the market. This study gives policy recommendations that Tuskys should invest more in differentiating Mavazi components to the youth and young adults, from other similar brands in the market. This will enhance not only the brand, but also increased adoption by the youth and young adults. Therefore, the suggestions for this study is that, through using longitudinal research design, a study is required on brand extension strategies and brand image.