Role Of Brand Extension In Indian Market
Published: 2010
Author(s) Name: Dr. Ashish Sharma, Dr. Hitendra Bargal,
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Abstract
Some firms strongly believe that brand extension tend to be more efficient and capture greater market
share than individual brand. Brand extensions can be used to give a new lease of life, when the core
brand approaches the maturity stage in the product life cycle. But sometimes, the strategy of brand
extension quality may pose a serious damage to the parent brand and wrong extension could dilute the
core brand’s brand equity. In the light of the above discussion this paper makes highlight some brand
extension programs both successful and unsuccessful in the Indian context
Keywords: Brand Extension, Marketing, Indian Market.
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