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Note on Brand Extensions
Jaiswal, Anand Kumar; Shrivastav, Arpita; Kothari, Dhwani Technical Note IIMA-MAR0388TEC / Published August 20, 2007 / 4 pages. Collection: Indian Institute of Management, Ahmedabad
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Product Overview

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.



Learning Objectives

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.


  • Videos List

  • Overview

    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.

  • Learning Objectives

    Learning Objectives

    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.