Impact of Brand Extension Strategies on Parent Brand Image

Abstract

In today’s world of marketing, brand extension strategies are playing an imperative role in generating successful brand image. Extension is defined as launching new products and brands under same existing parent brand. Parent brand image is a perception in consumers’ mind related to functional and emotional values. If a firm opts for brand extension then it will help consumers to create brand associations between parent brand and extended products and will aid them in decision making process. These brand extensions do have some impacts on parent brand image and similarly parent brand image does have some impact on brand extension strategies.