The Impact of Brand Awareness, Brand Image and Brand Extension on Brand Equity

• Main Authors: Kuan-Chi Huang, 黃冠錡
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/39056462778443132944

碩士 === 國立體育學院 === 休閒產業經營學系碩士班 === 95 === In today’s market, having a well thought through brand strategy is a main contribution to corporate success. The ability to commercialize new products successfully strikes at the heart of company competitiveness. There are many practical methods to develop the brand and product. Brand extensions have been the core of strategic growth for a variety of firms during the past decades. This research focuses on the impact of brand awareness and brand image through the brand extension strategy that included product-related extension and non-product-related extension. There are two main purposes in this study. This study confirms that do brand awareness and brand image influence brand equity in the first and does brand extension strategy actually make contribution to brand equity in the second. The research method of this study used an experiment design and there are 210 respondents during April, 2007. The results of this study are that both brand awareness and brand image have significant influence on brand equity in study 1. But study 2 shows that brand equity does not have significant influenced under the use of brand extension strategies. As this result, this study concludes that the brand awareness and image are important factors to brand equity. But they are not really extended to new products by extension strategy, especially in non-product-related categories.