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Brand Extensions in Indian Context: The Impact of Brand Extensions on New Product Choice - Couverture souple

Bapat, Dhananjay

 
9783848429837: Brand Extensions in Indian Context: The Impact of Brand Extensions on New Product Choice
Couverture souple
ISBN 10 : 3848429837 ISBN 13 : 9783848429837
Editeur : LAP LAMBERT Academic Publishing, 2012

Synopsis

Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

Biographie de l'auteur

Dr. Dhananjay Bapat is currently Assistant Professor at National Institute of Bank Management (NIBM) in India. He holds Ph. D from Sardar Patel University,India. He conducts executive training programmes at NIBM. He has published research papers in national and international participants.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2012
Langue
anglais
ISBN 10 
3848429837
ISBN 13 
9783848429837
Reliure
Broché
Nombre de pages
192
Coordonnées du fabricant
non disponible
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