Extending the Absolut brand, a case study of Level.
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Problem: What are the likely outcomes of the addition of Level, and how could they affect the parent brand Absolut?
Syfte: Analyze the likely outcomes of the addition of Level and try to determine how it could affect the parent brand.
Teori och modell: David Aaker s model on leveraging the brand and Reddy, Holak and Bhat s model; success of a line extension.
Metod: secondary data and two interviews.
Resultat: We can conclude that the strength and symbolic value of the parent brand Absolut Vodka, the large communication support for Level, and the firm s large size and marketing competency are all factors that strongly indicate that Level will become a successful extension. The critical factors are the late entry to the market, the cannibalization risk and the fact that Absolut vodka and Level are quite similar. We find it likely that Level will overcome these problems and become successful.
Place, publisher, year, edition, pages
Uppsala: Företagsekonomiska institutionen , 2004.
line extension, Level, the Absolut brand
IdentifiersURN: urn:nbn:se:uu:diva-6905OAI: oai:DiVA.org:uu-6905DiVA: diva2:130892