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How to Do Brand Extension

In: Business and Management

Submitted By alabbasi5677
Words 4951
Pages 20
Westminster International College
ASSIGNMENT SOLUTION
FOR
MARKETING MANAGEMENT
SUBMITTED TO
DR. SYED ABDUL QADIR
STUDENT NAME: TAYYAB AYUB
STUDENT ID: 0198KKNKKN0215
CLASS: MBA Semester 1
Due date: 16.4.2015

TABLE OF CONTENTS
EXECUTIVE SUMMARY…………………………………………………………………….3
INTRODUCTION……………………………………………………………………………...5
LITERATURE REVIEW………………………………………………………………...........6
BRAND EXTESNSION………………………………………………………………………..8
TYPES OF BRAND EXTENSION……………………………………………………............9
HORIZONTAL EXTENSION………………………………………………………………….9
VERTICAL EXTENSION……………………………………………………………………...9
NEED AND ADVANTAGES OF BRAND EXTENSION…………………………………….11
DISADVANTAGES OF BRAND EXTENSION STRATEGY……………………………….12
CRITICAL OBSERVATION…………………………………………………………............14
CONCLUSION…………………………………………………………………………………15
KEY LERATNING…………………………………………………………………………….17
REFERENCE…………………………………………………………………………………..18

EXECUTIVE SUMMARY
These days marketing has become more complex and more demanding and research based activities are essential part of the Marketing to move forward. During early days it was considered that marketing is more related to sales activity but eventually it is emerged that it is a kind of multi and complex functions of activities which is infAct not finding the product but finding the customer for right product at right price and place with best services. Branding or brand management is considered in one of the activities such as SWOT Analysis, Marketing Mix Analysis, and Environment Analysis. Brand is a symbol of any product or producer which is identified on the basis of features of product/ services, process of producing product or services and people who involve in whole marketing process since developing the product, delivery of the product, better services and obtaining feedback about the product or…...

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