Pakistan Value Chain / Markets

Brand Extension in Pakistan: Insights from Brand Manager Perspective

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.

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