Business Commons^™

Parallel Sessions (Brand Management): Customers’ Evaluation Of Brand Extension: An Empirical Study Of Skin Care Products, Amber Thanwarani, Adil Virani, Munir Thanwarani

International Conference on Marketing

Brand extension can dilute the single mindedness and can create confusions in the mind of customers but on the other hand, its success can result in more profits and trustworthiness. Sometimes it is difficult for companies to decide whether to introduce a sub-brand or not. As business is a game of risk, companies try to play it well. At times their decision worth millions of dollars and at times it results in negative cash flows. Different companies have launched number of skin care products under the Parent brand with an aim to capture the larger market share but some of …