IMPACT OF BRAND EXTENSION ON OLPERS BRAND IMAGE

Abstract

Brand extension is an extensively used tactic, which has been the issue of most of the research. Nevertheless, there is a scarcity of research investigating the representative effects that extensions have on the likeness of the parent brand, particularly in the FMCG framework. We try to confirm a model to enlighten brand extensions’ manipulate in the lead of company brand image. The outcomes demonstrate that professed quality of the new product is a dominant determinant of ultimate corporate image. Furthermore insights of the original brand play a major role in this practice. A set of hypotheses were formed and created in a study of 100 respondents. The conclusions demonstrate that extensions into similar categories from the innovative aspect are more willingly acknowledged. Similarly, position the parent brand has is the most vital aspect persuading accomplishment of the overall expansion. The studies illustrate that plan successes and collapses can grounds an improvement and dilution effect, correspondingly to manufacturer’s brand image, with sub-brand salience escalating these special effects. Appropriateness /inappropriateness of product image also generate augmentation and dilution effects in product’s brand image, in mutual ratings of supposed quality and comprehensive brand values. Therefore, in this report with the help of Engro Foods parent brand OLPERS, the researcher will show that how the company expanded the number of product line in the same category of dairy foods by using the technique of Line extension under the umbrella of OLPERS and it affects on the image of parent brand.