My bachelor thesis focused on the analysis of the factors affecting brand extension in profit and non-profit sectors. Its aim was to estimate the role of the factors that contributes to efficient extension of brand in the case of brand »Ustvarjalnik« (Creator) on extended brand »Fundacija za ustvarjalne mlade« (Foundation for Creative Youth). I analysed and tried to estimate how the most important factors of brand extension in profit sector can be transferred and used in non-profit sector.
In my research I used qualitative method with interviews with predefined set of questions that were in some cases extended with subquestions depending on the answers. The analysis based on interviews gave some results that prove hypothesis of the role of the factors in the case of brand extension while in some cases, more profound research should be conducted.
Extension factors with positive effects on brand extension in non-profit sector are parent brand conviction, parent brand experience, marketing support and extension category. Therefore, these factors were found to be important when extending the brand in non-profit sector. There are some limitations stated in conclusions regarding the research with proposals for further analysis in the field of brand extension to non-profit sector.