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Brand Extension

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Discuss how to create a brand extension. Include rationale for the extension.

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Solution Summary

The solution briefly describes the meaning of brand extension with the help of an example. It also briefly discusses the rationale or logic behind the brand extension strategies of the companies.

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Brand Extension - is a marketing strategy in which a company uses an already established brand name for new product categories. For example, Ralph Lauren's extended its brand Polo from clothes to home furnishings such as towels and bedding. Similarly Mahindra & Mahindra, an Indian company, extended its brand name from Tractors to SUV cars to Trucks is an ...

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Himanshu Mahobia, MBA
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  • BCom, M.D.S University, Ajmer
  • MBA, M.D.S University, Ajmer
  • PhD, Suresh Gyan Vihar University, Jaipur
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