Brand stretching in global brands and the new target,millennials

With globalization, global brands have entered a constant competition with their fellow competitors. In time, heading to different products and sectors have become unavoidable by the brands which have the same or close targets. Thus, the brands have moved to the sectors other than their origins, in order to grow their target group and gain more profit by embracing brand stretching policies. Being the biggest and having the major purchasing power, the Generation Y (Millennials) has become an important way of income and caused the brands to stretch into the areas other than their origins. In this study, the example global brand Ducati Motors will be investigated by making an analysis of its current situation, its brand stretching policies will be examined, and by comparing the brand with its competitors, a new stretching will be proposed. Keywords : Globalisation, brand, brand stretching, Generation Y