Brand Management

Brand Extensions

Brand Extensions is a strategic marketing subject that explores the process of leveraging an existing brand's strong reputation to launch new products or enter different categories. This subject delves into how brands can use their established market presence and consumer trust to expand their product lines effectively. Students learn about the risks and rewards associated with brand extensions, including potential brand dilution and consumer confusion versus increased market share and brand strength. The course covers strategic considerations such as compatibility between the core brand and new products, consumer perception, and market conditions. Through case studies and theoretical frameworks, students gain insights into successfully managing and growing a brand through extensions