How far can Samsung stretch itself? : An Application of Aaker Keller Model of Brand Extension on Samsung�s extension to unrelated product categories.

Dr. Mangesh Prasad Kasbekar

Volume : V, Issue : VII, July - 2016

How far can Samsung stretch itself? : An Application of Aaker Keller Model of Brand Extension on Samsung�s extension to unrelated product categories.

Dr. Mangesh Prasad Kasbekar

Abstract :

A strong corporate and acts as a focal point for the attention, interest and activity stakeholders ing to a corporation. Like a beacon in the fog, a corporate and attracts and orients relevant audiences, stakeholders and constituencies around the recognizable values and symbols that differentiate the organisation. This paper applies the model of Aaker & Keller (1990) of attitude towards and extension to corporate ands and taking Samsung as a case, studies whether Samsung can stretch itself to unrelated product categories. A primary research in the form of survey has been conducted where Housewives & Working class women in the metro are taken into consideration and the ATBE scores for Samsung is measured. This research would benefit the organisations in taking corporate strategic decisions with respect which product in an unknown category should they invest and which ones should they not.