Research Proposal

IS PROPER BRAND EXTENSION IS NECESSARY FOR THE SURVIVAL OF
PARENTAL BRAND?

          Module Title : Business Research
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A conceptual-Theoretical Research Proposal

IS PROPER BRAND EXTENSION IS NECESSARY FOR SURVIVAL OF
PARENTAL BRAND?

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ABSTRACT

Brand extension plays major role in bringing awareness of parental brand and leads to rise in the sales of the product. The worth of brand extension from the parental brand has been extensively accepted in all the consumer markets. The brand extension is an effective tool which will enhance the brand image of the parental brand. Brand extension is the best way of capitalising on a brand to sell new products or services and acquires new customers to the brand. Brand extension should never lead to the loss of existing customers with the parental brand. Sometimes brand extension leads to dilution of parent brand due to lack of experience technically and functionally, in the new category selected. Some of the companies extend their brands into completely new category without proper analysis on the future consequences and the existing competitors, which may lead to the failure of extended product or the brand. The concept of consumer brand extension will be recognised till the customers are loyal to the parental brand. Once the customers lose loyalty, brand extension leads to wastage of money, time and labour etc. Customer’s unawareness of the brand’s ability in new category makes the...