مخاطر الصورة الذهنية للعلامة التجارية على نجاح استراتيجية التوسع

الملخص EN

The aim of this paper is to show that a company with a strong brand should extend it to its other product types.

Such strategy is very basic for a company’s development and growth.

However, the given changes and threats imposed on companies by the continuous increase in the number of brands, competition intensity and the radical changes in consumers nature, habits and culture, made the process of applying difficult and often fail, especially when associated with brand mental image because the basic source of this latter is consumers perceptions.

Strategy extension however, could be successful if it stands on brand identity concept, which is more inclusive, reliable on brand permanent elements.

Brand identity is characterized by dynamism, cohesion and is therefore, more convenient for the extension process.

The good results achieved from this latter approach in the last decade, made it more attractive thing that justifies researches track in western countries shifts towards it.

However, Algerian and Arabic companies’ situation is limited to promotion policy which makes them unable to follow extension strategy.

They are young and in a transition state and are invited to acquire these new methods tracks.