The Brand Extension Decision of Corporate Startups
Designing a decision method for the brand extension decision of the B2C corporate startups within Rabobank
J.A.M. Scholtes (TU Delft - Industrial Design Engineering)
Deborah Nas – Mentor (TU Delft - OLD Management and Organisation)
Roland van der Vorst – Graduation committee member (TU Delft - Responsible Marketing and Consumer Behavior)
Lukas van der Geest – Coach (Rabobank)
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Abstract
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.