Business Case Studies & Business Publications

Note on Brand Extensions

Jaiswal, Anand Kum...

Technical Note

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

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Learning Objectives

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 brands. It also describes how consumers evaluate brand extensions and what contributes to their success and failure.

Understanding why companies go for brand extensions instead of introducing new brands. Studying factors that contribute to the success or failure of an established brand's extensions. Learning how a customer evaluates brand extensions. Understanding the reciprocal impact of brand extensions on the mother brand. Developing a systematic approach for taking decisions about the revival or discontinuation of apparently failed brand extensions.