Guidelines:

case study on a successful and failed brand extension in the

________ industry (eg. soap industry)

- parent brand name

- brand image

- market scenario in that industry

- competitors present

- consumer needs

- market offering (need for a new product)

- brand positioning

- initial launch activity

.brand communication prelaunch phase

.post launch phase

- brand performance (market share, sales volume, etc)

- need for brand extension

- successful brand extension name

- brand image

- market scenario in that industry

- compettitors present

- consumer needs

- market offering (need for a new product)

- brand positioning

- initial launch activity

.brand communication prelaunch phase

.post launch phase

- brand performance (market share, sales volume, etc)

- need for brand extension

- failed brand extension name

- brand image

- market scenario in that industry

- compettitors present
- consumer needs

- market offering (need for a new product)

- brand positioning

- initial launch activity

.brand communication prelaunch phase

.post launch phase

- brand performance (market share, sales volume, etc)

- conclusion:(under this head you have to interpret your own views as well as
should include points from litreture and net)

- reasons why one brand extension was successful and why other was failure