Branding Strategy Developed and Implemented by the Ark Company-Palette Melbourne - Case Study Example

Generally speaking, the paper "Branding Strategy Developed and Implemented by the Ark Company-Palette Melbourne" is a great example of a marketing case study. Several aspects are brought about by brand extension. It has been employed in various marketing aspects and has been successful in some cases. Brand extension is one process that may be looked into as one that needs careful consideration and thought as well as a proper strategy for its successful execution (Alba and Wesley 27). Several factors inform the whole process of brand extension and in the same note must be undertaken in accordance with a set of parameters. In this study, the focus will be given on the idea of a brand extension where the assimilation of Palette clothing into the larger Ark Clothing Company in Melbourne Australia will be looked into. In trying, to understand the subject thus there will need to undertake a look at the background of both brands as well some of their strengths and weakens that may be enhanced to complement one another. In addition, the effect of the whole extension process will be interrogated to be able to draw relevant conclusions and recommendations.

• Introduction
  • Background

The Ark clothing company can trace its beginning to the early 90s when the company opened its first store in Canterbury, Melbourne. After operating as a home-based institution for some time. It has nonetheless grown tremendously over the years navigating through a competitive clothe-manufacturing environment and currently operates about three branches in Australia. Recently, a relatively younger company that provides the Palette brand sought to use the well-established Ark Company in advancing its brand through what is known in the marketing circles as brand extension. This study will focus on the merits and demerits of this process and the need to undertake such a process other than operating as an independent entity.

• • Problem Statement
  • What was the branding strategy developed and implemented by The Ark Clothing in introducing new brand - Palette Melbourne?
  • Purpose

This study is focused on looking into how the brand extension exercise undertaken by Palette Melbourne affected the company’s effectiveness in popularizing the brand.

• • Aim

To understand the concept of brand extension as a marketing strategy.

• • Objectives

This study seeks to:

• Understand the brand’s background and the background of the parent brand
• Analyze how effective the process is
• Draw conclusions and recommendations
  • Sub-Research Questions
• How the brand image of various brands of Ark Clothing in fashion Industry is affecting the market position for a new brand?
• What is Ark’s current positioning?
• Why Ark Clothing sensed a need to go for a brand extension?
• What was the strategic process undertaken by The Ark in developing and implementing the Palette Brand?
• What resources were used in this process?
• What are the outcomes of brand extension for Palette Melbourne? Is a new brand performing as per expectations?
• What gaps are there and how might these be filled?
  • Delimitation

There are a few limiting factors that may be associated with this study.

• It may not be easy to access important data such as the accounts statement of both companies.
• Respondents in this study may not be well acquainted with the brand's sine they will be drawn from the public.