Indirekt varumärkesutvidgning på den svenska bilmarknaden
Today automotive manufacturers are facing a crisis with increased pressure to strengthen their brands. To prevent declining results many automakers have chosen to extend its brand to other industries i.e. various forms of brand extensions. Automotive manufacturers have developed an international strategy for what merchandise to offer. The strategy has received an overall positive response, however, it does not apply well within the Swedish market where merchandise is sold in less quantity than abroad. Our study examines the strategy for indirect extensions (merchandise) in four price segments within the Swedish car-manufacturer industry. Our study shows that the international merchandise strategy is similar and not customized to the Swedish market. Swedes have different preferences in what automotive merchandise they purchase and preconceptions in how far an automotive manufacturer can stretch its brand. Our study shows that the success factors for sales of merchandise is highly dependent on differences in market size, culture and motor sport interests. The study also indicates that a good match between an extension and the brand image does not necessarily equal success.