Negative Effects Of Brand Extension Strategy

As we have seen that now a day’s competitive global market is increasing & growing rapidly and the companies are focusing to distinct and separate themselves from their competitors in order to survive in a market and also take advantage of growth and opportunities. There is only one way that create a difference with your competitors is to build and creation of strong brand and try to rise your company’s profitability and try to reduce their marketing costs. Brand equity (BE) is observed as a critical and significant concept in both business practice and research on consumer behavior. We have seen that most of the Companies can achieve competitive advantage through successful brands. In a world of increasingly homogeneous products only strong

This association between two variables is stronger as the level of participation and involvement is lower. In other words, the more the brand is familiar and recognized and supposed by the consumer as stronger, the more the consumer will improve loyalty to brand and there is a better chance of the repeat purchase of the product by consumer end. On the other hand previous study told us that there is also a strong relation of brand extension with brand equity. A good brand extension strategy is one where the brand supports the growth, while a brand extension strengthens the brand. On the other hand this type of strategy also has some negative impact and root cause of dilution of parent brand image. Developing new brand needs much more investment and involvement than creating brand extension so, due to this reason firms use brand extension strategy to enter new markets. This is an area where significant research has been conducted. So that after conducting a detail review of previous researches on brand equity and brand extension. I have to decide that to find out the impact of Brand Elements, Brand Extension and Corporates Efforts on Brand Equity with helping customer satisfaction and customer trust as a mediating variable in my

For this purpose the background information and study was very important for examination of relationship. In this study asked the respondent the given questionnaire and based on the data which we have collected through questionnaire, we will examine and investigate the impact of brand elements, brand extension and corporate efforts on brand equity

RESEARCH OBJECTIVE

The objective of this study and research is to explore and measure the effects of brand extension, corporate efforts, and brand elements with mediation of customer trust and customer satisfaction on brand equity. Another objective is also understand brand equity on consumer based brand equity theoretically and empirically. Therefore, the objectives of this study are threefold:

MAIN OBJECTIVE:

“The main objective of this study is to determine the relationship between Brand extension, Brand Elements and Corporate Efforts with Brand Equity by using customer satisfaction & customer trust as a mediating