{"product_id":"brand-extensions-in-pakistan-von-mohib-ullah-durrani-muhammad-tariq-und-syed-abid-hussain","title":"Brand Extensions in Pakistan","description":"\u003cp\u003eThere 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 Pakistan.  In this book, we make theoretical arguments for, and  show empirically that growth may not be the ultimate  objective for companies in Pakistan. Instead,  companies are compelled to follow the bandwagon so  to  match competitors. It has been indicated that small  firms might be in a better position to take  advantage  of below-the-line promotions in comparison to larger  firms. Cannibalization of sales due to brand  extensions was described to be non-existent in  Pakistan until a company embarks on e-commerce  initiative.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838392714\"\u003e\u003ch3\u003eInsights from Brand Managers\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838392714","offer_id":39469148733533,"sku":"9783838392714","price":59.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/54d4748d-81d9-4570-b28f-fd04ff9cabdd.jpg?v=1757825283","url":"https:\/\/shop.autorenwelt.de\/products\/brand-extensions-in-pakistan-von-mohib-ullah-durrani-muhammad-tariq-und-syed-abid-hussain","provider":"Autorenwelt Shop","version":"1.0","type":"link"}