Att utvidga med stil - en studie i varumärkesutvidgning inom modebranschen
Background: Today, the trademark is the heart of the company and the management of brandimage and identity require certain attention and care. In an increasingly tough business climatewhere the brand today has a central and important role, it is understandable that the companieswant to take maximum advantage of it. In the company the brand is a great resource with analready known identity and established values that can help new products to enter the market. Toextend the brand is a popular growth strategy but it is important to do it properly in order not tofail. J Lindeberg and Peak Performance are two Swedish fashion companies which both havemade brand extensions. They are working or have been working with similar product categoriesbut the brands have a different image.Purpose: The purpose of this report is to investigate, describe and analyze how J Lindeberg andPeak Performance have elaborated their brand extensions. Brand extension within the fashionbusiness is a subject that hasn?t been explored to a wide extent and that is why it feels interestingto find out more about it. Why some brands succeed and others don?t, and the key factors for asuccessful brand extension within the fashion business.Methodology: The thesis is a qualitative study using an abduction methodology where empiricalfindings and frame of reference have been studied parallell. The theoretical framework is basedupon the importance of the brand and it?s structure. It also focuses on strategy for brand extensionand belonging benefits and disadvantages. The empirical findings are based on interviews withemployees from J Lindeberg and Peak Performance.Conclusion: It is noted that both brands have extended their brands with varied results. Both JLindeberg and Peak Performance seem to have learned of their mistakes and today they aremanaging their brand more carefully. Credibility and recognition of the brand are important whenextending, to help the new products when being introduced at the marketplace. The report hasalso revealed that brands based on image and personality, like J Lindeberg and PeakPerformance, have better chance to extend, since image brands doesn?t have such a narrow focus.