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Brand Extension Strategies in India by Utkarsh Maheshwari is a document available to read on EtoBox.
What is Brand Extension Strategies in India about?
Virgin extended its brand into new categories like airlines, resorts, cola, and space tourism using the same target group and marketing approach as the original music retail concept. Successful brand extensions increase brand equity and allow companies to enter new categories at lower cost than developing a new brand. Dabur only extends brands into new product categories that fit the personality of the original brand to leverage existing brand attributes and ensure synergy with customer segment requirements
- Author
- Utkarsh Maheshwari
- Language
- EN