External brand extensions impact on Diesel's brand image

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Diesel is a global urban brand that privileges individuality and irreverence. This project measures Diesel brand image within the different types of Portuguese consumers; the objective is to understand the main buying drivers and analyze the impact of brand licensing. It was concluded that Diesel global brand image is consensual among the consumers of each product category, but the purchasing drivers differ among them; Clothing and Time Frames consumers refer the brand itself as the main driver, while Shades and Fragrances consumers refer product attributes as the main driver. Additionally, Time Frames consumers reacted negatively when informed about the brand licensing, while Shades and Fragrances consumers tended to react positively.