Brand, Identity and Reputation: Exploring, Creating New Realities ...

A quiet important approach then becomes the one called ―house of brands‖. The company is perceived then by all
stakeholders as a company launching successful brands which can always lead to a very high profitability. The house of
brand concept is important especially for b2b markets because there are strong associations between the brand, the
product and the company‘s name. Industrial buyers then aren‘t aware of the different distinctive marketing tools that the
company disposes. The house of brands philosophy bases its success at the combination of mixed brand strategy, and
the endorsed one. Brand or marketing managers deciding to adopt this strategy need to be cautious, because in some
cases there are strong possibilities of failure, if the extended brands aren‘t so strong or industrial buyers aren‘t so much
familiar with them.
Limitations and further research
This research identifies key success factors for brand extensions into business to business environments. The
research supports that brand extensions key success factors aren‘t so much different with the business to consumers
markets. There are of course different factors affecting the industry studied. As this study examined only one industry
more research needs to be done for the identification of key success factors for other industries. Future research has to
examine also these factors to different products, and to different markets. As the brand extensions are studied in Greece
useful results would be gathered from international markets in regardless of more variables added to the success of
industrial brands.
Appendix
Table 1
Education % Regions % Volumes/year
tones
%
Secondary 1,3 Crete 21.3 700 17.3
East
Greece
central 4.7
Thessaly 5.3
Epirus 5.3
Thrace 7.3
East
Macedonia
3.3
West
Macedonia
3.3
Table 2
Value Asym. Sig 1 Exact sig 1
Pearson 9.091 .003
Continuity 7.919 .005
Likelihood ratio 9.240 .002
Fisher‘s
Linear by linear
0.005
Association 9.00 0.003
N cases 150
*df=1
Table 3
Value Asym. Sig 1 Exact sig 1
Pearson 9.012 .002
Continuity 8.032 .003
Likelihood ratio 9.001 0.03
Fisher‘s
Linear by linear
0.003
Association 9.00 0.002
N cases 150
271