Case study of Mcdonald's brand extension into McCafe in Singapore.

• Main Authors: Tan, Chu Jie., Lee, Hup Kee., Ho, Shawn Zhi Wei.
• Other Authors: Benjamin Kartono
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Industries and labor
• Online Access: http://hdl.handle.net/10356/35477
• Institution: Nanyang Technological University

Brand extension has always been a popular marketing strategy for companies around the world. This paper is a case study of McDonald’s brand extension into the gourmet coffee outlet industry through its McCafé concept in Singapore. By drawing upon research in areas such as the perceived fit of a pare...