... evil to being a fashion accessory proudly displayed? Can they change consumer purchase behavior to go shopping for helmets instead ofjust buying the cheapest, comfortable helmet? Would the brand extension into helmets strengthen or dilute brand equity? These were the questions that faced Ronnie Talati...

... prices, somehow they were unable to create the required pull. Expected learning outcomes This study provides an example of how “over positioning” of a brand can be an impediment in the case of a brand extension, especially when a lower end brand is positioned as a premium brand. It is also meant...

... at that time and questions if a substantial market at higher end, for Dove hair oil, was available. Expected learning outcomes This case has been documented to help students understand the concept and applicability of brand extension strategy. The students shall learn the dynamics of this strategy...

... of brand extension, and, above all, vertical brand extension. It can also be used to discuss the spill-over effects of the launch (and its success) on other existing brands of the company, as well as the overall corporate brand. Supplementary materials Teaching notes are available for educators only...

... enlightenment, Kick Andy TV Show appeared to provide answers to the public unrest. In the spirit of “Watch with Heart” Kick Andy serves Entertainment-Education and Social rarely glimpsed by the television station. Success of Kick Andy TV Show made this brand doing brand extension such as Kick Andy Foundation...