Innovative brand extensions: an empirical analysis about On

This thesis mainly gravitates around the brand extension strategy. It starts with a literature review covering the main marketing topics that need to be presented in order to fully appreciate the content of the document. Then, some market analyses about the sportswear and fitness wearables industries are provided, since they represent the context covered by the case study presented later in the thesis. A section dedicated to real world cases about sportswear companies trying to penetrate the wearables market using brand extensions or licensing agreements is also included. The second part of the document introduces the case study. Indeed, it starts by a thorough analysis of On (the brand to which the case study is dedicated) and its business model, then it presents an overview on the main pros, cons and requirements of this kind of strategy. Finally, the last part of the document contains an empirical analysis in which a survey is conducted to investigate the potential implementation of this kind of strategy, as well as the results' interpretation. The ultimate goal is to try to understand if On can be the first sportswear brand to successfully diversify into the fitness wearables world after the failures occurred in the last few years by other sportswear behemoths like Nike, Under Armour, New Balance and Adidas.