The Brand Extension Decision of Corporate Startups

Designing a decision method for the brand extension decision of the B2C corporate startups within Rabobank

Master thesis (2019)

Authors

J.A.M. Scholtes Industrial Design Engineering

Contributors

Deborah Nas OLD Management and Organisation (supervisor 1)
R.R.R. van der Vorst Responsible Marketing and Consumer Behavior (supervisor 2)
Lukas van der Geest Rabobank (coach)
Faculty
Industrial Design Engineering
Copyright: © 2019 Josefien Scholtes
Brand identity Iteration Brand extension Brand extension decision Brand image Brand image fit Brand personality Corporate startups
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Published Date

31-01-2019

Language

English

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Faculty

Industrial Design Engineering

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.