Brand Extension. How Sub-Branding can be used to stretch a by Lina Seil

By Lina Seil

Seminar paper from the 12 months 2016 within the topic company economics - advertising, company verbal exchange, CRM, industry learn, Social Media, grade: 2,0, college of technologies Hannover, language: English, summary: the aim of this educational paper is to spot how Sub-Branding can be utilized to stretch a model successfully. Thereby, the essence of the emblem Extension may be clarified and particularly Sub-Branding could be labeled and represented. additionally, an summary of the Adidas crew is given. moreover, it really is heavily tested, how Sub-Branding works in perform at the foundation of the emblem Adidas.

First of the entire concentration of this educational paper lies at the conceptual basics. This bankruptcy will outline and speak about the phrases model, model administration and model coverage. Secondly, model Extension may be analysed intimately. the following, the categories of name Extension – that are classification Extension and Line Extension – and its possibilities and hazards could be displayed. Then the emblem Extension technique Sub-Branding – and particularly, its ambitions, requisites, in addition to possibilities and dangers – could be defined in detail.

Following this, a case examine of the German sports clothing store Adidas is gifted to demonstrate how model Extension and particularly Sub-Branding paintings in perform. Thereby, this bankruptcy is geared toward spotting how Sub-Branding can be utilized to increase a model successfully. before everything, the corporate Adidas and its model Portfolio may be intro-duced. Afterwards, a more in-depth glance is taken at how Sub-Branding works in perform in accordance with the instance of Adidas utilizing numerous sub-brands. Following that, a severe evaluate of the company’s model extension technique finalizes the bankruptcy. eventually, the information received from this educational paper might be summarized in a con-clusion.

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