Role of Brand Extension in Indian Market

Some firms strongly believe that brand extension tend to be more efficient and capture greater market share than individual brand. Brand extensions can be used to give a new lease of life, when the core brand approaches the maturity stage in the product life cycle. But sometimes, the strategy of brand extension quality may pose a serious damage to the parent brand and wrong extension could dilute the core brand's brand equity. In the light of the above discussion this paper makes highlight some brand extension programs both successful and unsuccessful in the Indian context.