Brand Extensions in Indian Context : The Impact of Brand Extensions on New Product Choice

Dhananjay Bapat

ISBN 10: 3848429837 / ISBN 13: 9783848429837

Published by LAP Lambert Academic Publishing, 2012

About this Item

nach der Bestellung gedruckt Neuware - Printed after ordering - Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

Seller Inventory # 9783848429837

Bibliographic Details

• Title: Brand Extensions in Indian Context : The Impact of Brand Extensions on New Product Choice
• Publisher: LAP Lambert Academic Publishing
• Publication Date: 2012
• Language: English
• ISBN 10: 3848429837
• ISBN 13: 9783848429837
• Binding: Taschenbuch
• Condition: Neu
• Dimensions: 22W x 15H x 1.1D centimeters 22 centimeters width by 15 centimeters height by 1.1 centimeters depth
• Weight: 302 grams

About this title

Synopsis

Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

About the Author

Dr. Dhananjay Bapat is currently Assistant Professor at National Institute of Bank Management (NIBM) in India. He holds Ph. D from Sardar Patel University,India. He conducts executive training programmes at NIBM. He has published research papers in national and international participants.