Professional Documents
Culture Documents
Group – 3
NITESH TAUNK
KETAN CHOUBE
PRAVIN UGHADE
Brand Extension
Hair care
Skin care
Food division
About Brand Extension
It failed disastrously
e.g. Enfield
It is a case of ‘unrelated brand extension’ or
‘outside the category extension’
Brand cannibalism
BRAND RELATIONSHIP SPECTRUM
Brand Relationship
spectrum
Differe driver
Token
nt Descript Endorser
Identity or
Endorser Brand
Endorsement by a strong brand
gives credibility and support supply.
Endorser brands usually represents
company more than a single product.
Own an association
Represent a new and different
offering
Retain/capture customer bond.