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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

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