Abstract:
Brand extension has been a major focus for the companies, for over the past few years. It not only saves costs but can give you a potential profit. There have been many studies on brand extension. This study is about brandization which includes an outlook from consumer’s point of view in a Pakistani perspective. The first article on brand extension was published in 1968 and since then there has been a so much interest for this topic. As time passes on the success of brand extension and benefits as far as cost is concerned, were captured by the companies in countries like Pakistan. In this thesis we will get to know the components that a consumer’s has in mind when he/she accepts a brand, we will also compel to find out which is the most important component in consumer’s mind. The three components on which the study is being conducted are perceived similarity, brand credibility and last but not least innovation. The brand extension and success in brand extension have been common for the managers but no one has done it from the perspective on Pakistani consumers. The approach will be qualitative and in-depth interview have been selected to get best out of the knowledge, beliefs and attitudes of the consumers. Brand extension is defined as the sales and market captured by the brand, we will get to know if our components have any role to play or not.
