Brand Extenstion in Pakistan : Insights from Brand Managers

TL;DRAbstract

Abstract There have been few studies on brand extensions in a Pakistan context. In this thesis, we study brand extensions in Pakistan from viewpoint of Brand Managers as their analysis coupled with their personal preferences can provide interesting insights for forming a successful brand extension strategy. Since T. Gamble first published an article about brand extensions (1967) there has been a growing interest for the topic. With the passage of time the inbuilt benefits of brand extensions in terms of cost and higher success rates were captured by companies in developing countries like Pakistan. In this thesis, we make theoretical arguments for, and show empirically that growth may not be the ultimate objective for companies in Pakistan. Instead, companies are compelled to follow the bandwagon so as to match competitors. It has been indicated that small firms might be in a better position to take advantage of below-the-line promotions in comparison to larger firms. Cannibalization of

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