The Brand Extension Decision of Corporate Startups

The Brand Extension Decision of Corporate Startups: Designing a decision method for the brand extension decision of the B2C corporate startups within Rabobank

Scholtes, Josefien (TU Delft Industrial Design Engineering)

Nas, Deborah (mentor)
van der Vorst, Roland (graduation committee)
van der Geest, Lukas (graduation committee)

Delft University of Technology

Strategic Product Design

2019-01-31

Rabobank has its own corporate accelerator, called the InnoHub. Within InnoHub there are corporate startups, called the Moonshots. The assignment of this project was to develop a decision method for the brand extension decision of the B2C Moonshots. The brand extension decision is defined as the decision the Moonshots have to make in branding their proposition under the Rabobank brand or under a new brand. The final design of the decision method resulted in a process blueprint, a decision process blueprint, and a brand development workshop.

Brand extension
Brand extension decision
Brand identity
Brand image
Brand image fit
Brand personality
Corporate startups
Iteration

http://resolver.tudelft.nl/uuid:76103d61-e100-4134-a6ee-04fa79648b79

Student theses

master thesis

© 2019 Josefien Scholtes