The Brand extension of the Pick N Pay supermarket into Pick N Pay clothing

Abstract

The main purpose of this article presents a research study of brand extension by exploring the nature of a mother brand extending into a new product category. A case study is presented on the Pick n Pay Supermarket brand, dealing with its extension into Pick n Pay Clothing. The study of literature explores the concepts on brand extension, brand loyalty, brand identity and brand equity. The literature study furthermore identifies a theory on Alternative Brand Contact Planning by Dr Carla Enslin. The theory is related in supporting of the research findings and conclusion. A quantitative and qualitative exploratory research, referred to as a mixed method is conducted to engage in the opinions of the Pick n Pay Supermarket branching (extending) into Pick n Pay Clothing brand. The results indicates a positive influence from the mother brand on the extended brand.