ANALYZING BRAND EXTENSION TECHNIQUES AND THE IMPACT ON BRAND PERSONALITY

Abstract

This study focuses on the case of Nestlé in Pakistan to examine how brand extension methods impact brand personality. By utilizing the reputation of well-known brands, brand extension is a powerful strategy for ensuring the success of new items that fall under the brand's umbrella. Competitive strategy, quality, perceived fit, innovation, and brand loyalty are among the factors that the study looks at in relation to brand expansion. A self-administered, closed-ended questionnaire that 214 Nestlé customers completed served as the study's main source of data. Brand personality for each of the five categories is significantly impacted by brand expansion, according to the analysis of the data. t is advised that companies use brand extension strategies for upcoming promotions