Influencing Factors on Extended Brand’s Image

Managing intangible assets in recent decades has gained noticeable prominence and brand as a key intangible asset made brand management as a fundamental issue for most of company’s activities. Company’s goals regarding brand/s are keeping and utilizing them for developing their competitive market share. Different strategies are available for such purpose and brand extension is one of the most important one. In fact brand extension exploits main brand’s capabilities for developing product portfolios to other categories. Since, brand extension can have positive and negative effects on main brand’s image, investigation of influencing factors on extended brand image is a challenging topic in management issues.in this study, in order to keep generalizability and market oriented approach, vast exploration has been conducted to develop a model of influencing factors on extended brand image and then a proposed model has been evaluated in Fast Moving Consuming Goods market.