Volume : VII, Issue : VII, July - 2017

Brand Extension: A Recipe for Success

Dr. Rahil Yusuf Zai

Abstract :

 Brand extension is a common method used by companies to launch a new product by using an existing and name on a new product in a different category. A company using and extension hopes to leverage its existing customer base and and loyalty to increase its profits with a new product offering.

For and extension to be successful, there usually must be some logical association between the original product and the new one. A weak or non–existent association can result in and dilution. Even worse, if a and extension is unsuccessful, it can harm the parent and.

The objective of this paper is to analyze the effect that a and extension strategy has on and image.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr. Rahil Yusuf Zai, Brand Extension: A Recipe for Success, INDIAN JOURNAL OF APPLIED RESEARCH : Volume‾7 | Issue‾7 | July‾2017

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