P/M/539. Dissertation. UK consumers attitudes to brand extensions in sportswear

The dissertation aims to investigate the effects of brand associated extensions on consumers perceptions of the core brand image in the UK sportswear market. A literature review covers the topics related to the theory of branding, including brand extensions, brand image, brand personality, brand dilution, etc. Types of research strategies are discussed; research methods are identified including primary data collection (a self-administrative questionnaire, a focus group interview) and secondary data collection and interpretation. Conclusions are made about the core brand capability and brand specific associations in the consumers. Recommendations are made for Nike and Reebok about their portfolio extension.