Salsa

: qual o potencial de extensão da marca?

Abstract

When in a context of change and growing customer knowldege and needs, a possible strategy for companies to conquer a more significant weight in the consumers’ share of wallet is to promote the extension of its brands. Using it, brands are capable of, while reaching new consumers with its new products, approach their original customers with new product categories that may complement the original range of products available. The objective of this study is to asses the brand extention potential of Salsa, analysing the influence of the perception built regarding the main brand in several possibilities of brand extention conceived with its basis on the concepts of transfer, complement and resemblance suggested by Aaker e Keller (1990) and Hem, Chernatony e Iversen (2003) and also based on existant brand extension of other players: Guess, Diesel and Levi’s. This assessmente was conducted through a questionnaire (n=154) with the purpose of studying the correlation between mulitple variables: perceived quality, attitude towards the brand, brand affection and fit between the new product line and the original portfolio of the brand by resemblance and the consequent acknowledgement and know-how transfer towards the new brand or complementarity between the orginal and new offer. The influence of brand recognition, reputation and trust have also been studied in order to understand how likely it would be for the potential customers to transfer these atributes from the main brand to its extensions. Analysing the questionnaire results, it was concluded that Aaker and Keller’s (1990) thesis of the significative influence of perceived quality of the main brand in the increase the success potential of brand extensions when there is a clear fit between both brand’s value propositions. In addition, brand reputation and recognition of Salsa is also leverage for brand extension success, as concluded by Hem, Chernatony and Iversen (2003). Hence, the brand extension potential of Salsa, within the presented set of possibilities, is mainly concentrated in developing a brand dedicated exclusely to beach products, children clothes and fashion accesories which are product categories that resemble or complement the current products offered by Salsa.

Date of Award	14 Sept 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)