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Effect of brand extension on brand equity

  • Unique Paper ID: 166667
  • Volume: 11
  • Issue: 2
  • PageNo: 1703-1706
  • Abstract:
  • The purpose of this study is to find out factors influencing on the brand equity. How the brand image and line extension impact on brand equity. The majority of businesses have turned to brand extension as a growth strategy in recent years. This increases the likelihood that businesses will succeed by increasing retailer and customer acceptance of new products introduced to the market through the use of brand extension strategies. Nonetheless, effective execution is essential to the brand extension strategy's success. In order to accomplish this, it is necessary to accurately identify the factors that influence brand extension strategy. A brand extension occurs when a business applies one of its well-known brand names to a newly developed product or new product category. Sometimes it's referred to as "brand stretching." Using the company's existing brand equity to support the launch of its newest product is the idea behind a brand extension. The company hopes that by retaining its current customer base, it will increase their openness to new products from the same brand. A company can reach new markets, grow its clientele, improve sales, and raise overall profit margins with the aid of a successful brand extension.
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  • ISSN: 2349-6002
  • Volume: 11
  • Issue: 2
  • PageNo: 1703-1706

Effect of brand extension on brand equity

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