There have been few studies on brand extensions in a Pakistan
context. In this book, 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 in-built
benefits of brand extensions in terms of cost and higher success
rates were captured by companies in developing countries like
Pakistan. In this book, 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 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 sales due to brand extensions was described to
be non-existent in Pakistan until a company embarks on e-commerce
initiative.
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