Brand Extension

A SEMINAR REPORT

ON

“BRAND EXTENSION”

IN PARTIAL FULLFILLMENT FOR

“SEMINAR ON CONTEMPORARY MANAGEMENT ISSUES”

(PAPER NO. 207)

IN

M.B.A. PROGRAMME

OF

contents

1. Introduction Of Brand Extension

1.1 What is the Means of brand Extension?

1.2 Types of Brand Extension

1.3 Benefit of Brand Extension

1.4 Risk of Brand Extension

1.5 Characteristics of successful Brand Extension

1.6 Brand Extension Failure

1.7 Principle of Brand Extension

1.8 Brand Extension Research Case history- Carnation

1.9 Brand Extension Research Case History-Dole

2. Research Methodology

2.1 Tile of Subject

2.2 Objective of Study

2.3 Type of Research Design

2.4 Instrument use in study

2.5 Method of data collection

2.6 Simple size

2.7 Conclusion

2.8 Questionnaire

✓ Bibliography

Acknowledgement

This report is to acknowledge my indebtedness to my guide. Faculty of ‘Subodh Institute Of Management & Career Studies’ Ram Bagh Circle, Jaipur’ Jaipur for his guidance and suggestions for completing this report. Her great presence always encourages me to hardworking and completes this task timely. I really thankful to their Hartley support in every step of this Report.

1. Introduction

Recognizing that one of their most valuable assets is their Brands, Many firms have decided to leverage that asset by introducing a host of new products under some of their strongest brand names. Most new products are in fact line extension – typically 80 to 90%in any year.

Moreover, many of the most successful new products, as rated by various sources, are Extension (e.g. Microsoft Xbox video game system, apple iPod digital Music player, and