Mohib Ullah Durrani, Muhammad Tariq, Syed Abid Hussain
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...
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 ...
