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Dettol, owned by Reckitt Benckiser India Limited, has extended its brand into various categories with mixed commercial success, leading to an empirical study by Arpita Srivastava using the Aaker & Keller brand extension model. The study revealed that while some extensions received high attitude scores, such as Adhesive Bandage and Floor Cleaner, they ultimately failed in the market, raising questions about the validity and generalizability of the findings. Key insights highlight the disconnect between surve

Author

sriya.naidu

Language

EN