The Form and Degree of Familiarity of Brand Extension: A Study of Higher Education in Indonesia

Abstract

The variety of consumer preferences for products requires the proper branding strategy techniques. Brand extension is a strategy to attract consumers by utilizing the value/equity and reputation of the parent brand. The brand extension uses a brand from its parent that is already well known or has a solid value in the consumers' perception. This study aims to explore the form of brand extension on the preferences of higher education consumers in Indonesia. The method employed is desk study and literature review. The results show three general forms of brand extension associated with the parent brand, namely brand extension with the corporate, mass organization, and education center parent brands. The authors conclude that the degree form of brand extension with parent brands from mass organizations is more dominant than parent brands from corporates and education centers in the higher education industry in Indonesia. The socio-economic characteristics of Indonesia have a decisive effect on the choice of the extended brand of mass organizations.

Keywords: Brand extension, University, Parent Brand, Indonesia

DOI: 10.7176/EJBM/14-10-07

Publication date:May 31^st 2022