The concept of brand extension has been considered for several decades, drawing of work by Tauber (1981). Effective branding requires an understanding of areas such as segmentation, targeting and positioning which are critical in developing a successful brand management strategy. This research has focused on the unique nature of the highly competitive confectionery market, looking at recent brand activity by Masterfoods with emphasis on the launch of the Mars Delight, a brand extension recently launched in the UK and Ireland. The methodology utilised both qualitative and quantitative techniques to satisfy the research objectives. Initially the core purpose of this study was to investigate the alternative brand strategies available to drive growth in the competitive UK confectionery market. However, in conducting the initial research it became apparent that a particular model used as a basis to support brand strategy development was not adequate for this highly competitive, dynamic market sector. Therefore this study strove for a better understanding of brand management with the aim of providing an updated framework to guide brand strategy. The proposed Jigsaw Brand Matrix aims to extend the existing literature on brand portfolio strategy, and is hoped that it will be a valuable contribution to marketing theory
