The Effects of Product Diversification on Brand Identity: Case Study of Samsung and Toshiba Electronics

Masters Thesis


Ogundero, Ibironke Aminat 2016. The Effects of Product Diversification on Brand Identity: Case Study of Samsung and Toshiba Electronics. Masters Thesis University of East London School of Business and Law
AuthorsOgundero, Ibironke Aminat
TypeMasters Thesis
Abstract

2016 dissertation for MSc. International Business Management. Selected by academic staff as a good example of a masters level dissertation. This study is an investigation into the effects of product diversification on brand
identity of two international corporation- Samsung and Toshiba Electronics. The
research paper is structured using existing literature from product diversification
and brand identity relationship as part of its secondary sources. This was to aid in
gaining more insight into the research background and evidence in the two field
respectively. Quantitative approach has been adopted as a method for collecting
primary data for the research to establish customers' attitude towards product
diversification. The researcher investigates the practicability of firms keeping their
brand identity secure whilst diversifying. Their success and failures were
evaluated. The potential risk to corporate brand identity and those risks that
could be imminent in the diversification process were evaluated. The study further
measures the practical usability of applying product diversification on brand
identity most especially in the situation that customers are accustomed to the
brand and parent products. Customers reaction to the diversification once aware
was investigated. Findings show that there is a correlation between product
diversification and brand identity. A well-positioned corporation brands were able
to diversify into the new market using the advantage of customers recognition to
introduce varied new products to their portfolio. Though, it was discovered that
many of the new product is still unknown to customers. As a result of this, it was
recommended that more research into customers' acceptance of new product
from an established brand identity is conducted.

Year2016
Publication dates
Print13 Sep 2016
Publication process dates
Deposited22 Nov 2016
Publisher's version
License
CC BY-NC-ND
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https://repository.uel.ac.uk/item/84z9w

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