POSITIVE BRAND IMAGE LEADS TO

BRAND EXTENSION: STUDY ON BRAND

AMUL.
INTRODUCTION

For launching the new products in the

Every year a huge number of products are
market, the company needs an advertisement
launched in different categories, globally.
to promote such.

To create a strong brand a company should

Launching new products have been the basic
have a dynamic brand image. An image of a
of brand extension. Every company does not
brand influences the extension and growth of
get the opportunity of their brand extension,
it. When a company creates a new logo or
as it depends on their past brand strategies
name for a new product a brand is created.
  The brand Amul can be easily recalled by its
tagline, ‘The Taste of India’. It has been part
of daily lives of Indians since past five
Continues… decades. Inspite of high competition in the
dairy products category Amul is still holding
its position in the market.
 Bapat, Dhananjay and Panwar J.S, did a research in April (2009) in this research
it was found that marketers are more into purchasing the strength of brand to
enter into diverse product categories. The findings appear that extensions into
similar categorizations tend to be further willingly accepted. These findings are
constant across different product and service categories. The findings and its
success of brand extensions are dependent not only on strong parent brand
alliance but also on flexible category borrowed brand corporation.

LITERATUR Bapat Dhananjay, Thanigan Jayanthi in 2016,did a study, the purpose of this was
to investigate the impact of brand involvement in proportions on brand

E REVIEW
evaluation and brand loyalty. Using organisational equation, the study reveals
that emotional and cognitive brand participations dimensions results in brand
evaluation, and brand evaluation controls brand loyalty.

The study done by Broniarczyk Susan M, Alba Joseph M, in 1994, the research
has identified two element that influence consumer understanding of a brand
extension: brand influence and the  resemblance between the original and
extension product categories. The experiments reveal that brand specified
associations may control the outcome of brand affect and brand similarity,
especially when buyer knowledge of the brands is high.
Boush David M, Loken Barbara,1991 , the authors explore the suggestion of considering a brand as representing a
category comprises of its products. They describe the outcome of a research laboratory experiment in which response
times and verbal formalities were used to scrutinize procedure related to the assesment of brand extensions ..

Nisa syeedun, May 8,2016;Hamdard Jamia, May 6,2016, the focus of the paper is to study the business models of Agro Food
Business centralize especially to the case companies Nestle India and AMUL. The focus of the study is to recognize the critical
success and business models of these two companies. 

Joshi Richa, February,2019, Brand is a major concept for marketers. It denotes the differentiation of products to the
consumers and make an ease in decision making process for the consumers. The outcome of the study show that brand
extension does impact brand equity and the study affirm the fitness of the advanced framework. In addition to this the
study it recognize Parent Brand Reputation to be the most main element which affects brand extension.

Mishra Rhizu Krishna, In his research many of the up-to-date brands which appears modern
have been with them for a very long course of time. The main aim behind studying this paper is
to use findings from academic literature. 
Objectives

3.Analysis on to what
1.Understanding how 2.Study on the
extend does brand
a brand is perceived extension of the
image effect brand
in consumers mind. product
extension.
 In this research work it has been opted for
quantitative analysis on how brand image of
Amul influences its brand extension.

DATA A comparative analysis between the two

COLLECTION brands will help me in this research work to
find if brand image of Amul helps in positive
brand extension.
TECHNIQUES

A questionnaire has been prepared for an age

group of 18-25 years to know the impact of
product extension in consumers mind..
FINDING
S
 ANALYSIS
Amul Danone

Features

logo

Founded 1946, India 1919, Spain

Duration of Existence  Surviving in Indian market About to extent 

Marketing strategies To connect with people culturally To be very professional

No. of employees 3,07,000 105,783

No. of sales office 61 L 12L

Net Worth 45,000cr 20,000cr

Initial product Milk Yogurt

Targeting All sectors of society High society

Defense strategy Connecting with consumers culturally  Connecting professionally

Promotion Changes according to cultural, trend and target market Constant, professional

Consumer responses Value for money, trustworthy, easily available Overpriced, not to easily available

No. of retailers 10L 2L

CONCLUSION

 Amul has started its business from Indian soil and has reached global but it has
remained Indian in every sense.
 Amul has its consumers everywhere in the society. They have farmers, businessman,
IT people, industrialist etc.
 AMUL is an example par excellence, of an intervention for rural change.
THANK
YOU