Brandization - Through Brand Extensions

Brand extension has been a major concern for many firms. It not only saves costs but can deliver a potential profit. There have been many studies on brand extensions. This book is about brandization which includes an outlook from consumer s point of view in a Pakistani perspective. The book further attempts to explain consumers mind when they accept a brand. We take into account perceived similarity, brand credibility and last but not the least innovation as key differentials for Brand extension.

Autorentext

Hanan Rafique Dahar has recently completed his Masters in Business Administration with Majors in Marketing from Bahria University Pakistan.He is a young and enthusiastic researcher working in the field of Branding.His current research is on a post-modern Pakistani market which focuses on Branding and Brand Extensions.