Author Profile
Shrivastav, Arpita
Dettol: Marketing Research for Understanding Consumer Evaluations of Brand Extensions
Jaiswal, Anand Kumar Shrivastav, Arpita
IIMA-MAR0389 | Published November 09, 2007 | 9 pages Case
Collection: Indian Institute of Management, Ahmedabad
This case is about a marketing research study conducted on brand extensions of Dettol. Dettol as a brand has got immense trust and loyalty from consumers. To achieve fast growth and leverage the Dett... Read More
Dettol: Managing Brand Extensions
Jaiswal, Anand Kumar Shrivastav, Arpita Kothari, Dhwani
IIMA-MAR0388 | Published August 20, 2007 | 32 pages Case
Collection: Indian Institute of Management, Ahmedabad
This case is about the evolution of a parent brand and its subsequent extension into different product categories. Dettol as a brand has received immense trust and loyalty from consumers. Since the 1... Read More
Note on Brand Extensions
Jaiswal, Anand Kumar Shrivastav, Arpita Kothari, Dhwani
IIMA-MAR0388TEC | Published August 20, 2007 | 4 pages Technical Note
Collection: Indian Institute of Management, Ahmedabad
This note provides an overview of brand extension management. It discusses how brand extensions can be classified and outlines various managerial advantages and disadvantages of extending existing b... Read More