Formation of image brand perception in brand portfolio extension (case of Interroir brand)

Abstract

The goal of the paper is to investigate the impact of various factors on image brand perception in order to develop a model that can be applied to give recommendations concerning the formation of image brand perception in brand portfolio extension context. Main objectives: 1) Study the brand portfolio strategies and image brand components 2) Conduct an audit of existing brand portfolio of the chosen company 3) Conduct an empirical qualitative study to identify customers’ purchasing cues for image brands 4) Conduct an empirical quantitative study to identify factors affecting image perception shaping and key customer attitudes towards image brand that drive purchase intention 5) Propose recommendations concerning image brand perception shaping in brand portfolio extension context basing on the measurements supported by model testing. 6) Propose recommendations for the further InTerroir brand image development Main results: 1) Potential of brand portfolio extension as a strategic tool should be carefully adjusted to company’s objectives, needs and possibilities 2) Image brand perception and purchase intention in portfolio extension context are affected by two major clusters of factors: customer-related and brand-related 3) Customers’ personal innovativeness is the major customer-level factor to affect image brand perception and purchase intention 4) Brand consciousness facet is positively correlated to personal innovativeness and strengthens the positive acceptance of storytelling activity 5) Average level of product expertise of target audience is crucial for defining the focus of brand’s attributes 6) Feature-based approach to image brand creation will be beneficial as packaging design has significant impact on image brand perception and purchase intention. 7) The current InTerroir brand is not advised to be vertically stretched due to the threat of brand deterioration.