'Brand Availability': Enhancing a Brand's Competitive Advantage

The purpose of this study is to explore the effects of vertical brand extensions on consumer perceptions and brand equity. The aim of this study is to take a strategic brand management perspective in order to answer two research questions: How does a vertical brand extension affect the brand? How does a vertical brand extension affect consumer perceptions of the core brand? The main finding in this study is the need for a new concept in order to explain how the introduction of a vertical brand extension affects consumers and their perception. This paper introduces the concept of ‘Brand Availability’, which we define as ‘the degree to which the consumer market has access to the brand when a vertical brand extension is created’, and emphasizes the effects of performing a vertical brand extension through the modification of the brand’s availability. An abductive approach is utilized through existing literature regarding brand extensions together with interviews as the framework to develop and introduce the concept of ‘Brand Availability’, illustrated through the Swedish fashion market. Semi-structured interviews are used to guide the conducted interviews, by examining the consumer's perspective of a brand when a change in ‘Brand Availability’ occurs.