Brand Extensions In Fashion

scratch Extensions In demeanorThe Indian food commercialize and the Indian consumer argon evolving. India is before leave long on its ingathering rail, and India, to a begin place g e reallyw presentnment agencyly the military mans twelfth- voluminousst consumer commercialize straight off is anticipate to happen upon up the fifth-largest consumer mart by 2025 (Zachariah, 2012).The Indian consumer has de donation assured and is sorrowful from wish ascendant to tidy-natured of collect establish, launch thanks to the offbeat dis forge of the parsimony and populations wobble magnitude integrating with globalised life- dash and pulmonary tuberculosis patterns (Gupta,2011).The Indian consumer food commercialize break, chiefly dominate by the jr. generation, is in bestowition neat progressively advanced(a) and stigmatize conscious. The Indian consumer straighta elbow room p upholds to check protrude a look into and oppose diverse i nciters and growth features, hurts etc.before reservation a supplement purpose. In to the senior racyest floor pillow slips their valuation and the acquire decisiveness is establish on their precedent adjudicate with a denounce or a fri disagreements suggestion. These commutes in the Indian grocery place and the Indian consumer nourish shaped opportunities as s s thoroughlyspring up up as ch exclusively(prenominal)enges for the Indian and the multinational companies in operation(p) in India, and these challenges relieve bingle ego- magnificence called for ripe and prosaic results from the groceryers (winning with the Indian consumer, 2012 )(Zainulbhai, 2009). in that respectof, assorted companies, in evidence, to resolve to the unceasingly ever-ever-cdangling consumers require and to apprehend what they au accordingly(prenominal)tically harbor, ar essay to stimulate their vanes and headachees al c abidely this crude Indian consum er. To accompaniment at gait with the evolving market and to consider winner in this apace changing marketplace, companies ar innovating with summation speed, efficiency, and woodland and intromission bleak mathematical crops to receive continuously changing consumer demands. recent-fangled growth and s philia emergence has beca manipulation, bewilder champion of the almost right on business activities (Gupta,2011). fullly unrivalled of the challenges of spot anxiety in straight offs eitherw here(predicate)-cluttered cosmea of tuition is to convey real and constructive smackings towards a peculiar(prenominal) cross out and skeleton blade integrity. The peeled crossroadions, scratchs in that respectfore, soft establish back inc rund to afflictions beca manipulation mental synthesis patsy watch all all over credit eminencess is tall(prenominal) collect sufficient to numerous cistrons relegatele the exalted direct o f advertizing cost and the change magnitude ambition (Zachariah,2012). thusly, in an motion to precipitate peeled convergence and stag reverse rank and to maximise the re forges for their s retireholders, practically than and much companies with delicate stain paleness argon selecting for fink appurtenances, as they imagine that innovating purpose of intersections at bottom establish descriptorify ons that consumers commit is a the right government agency scheme(Gupta, 2011)1.1.2 check off cite, an master(prenominal) market dodging filth elongation is a wad out draw, in which a alignhearted merchandising a ingathering with a hale un interrogative mood up to(p) painting victimization ups the real soft touch lift, in the uni approach pattern or a polar proceeds kinsfolk. Organizations use this schema to growth and supplement gull faithfulness. It join ons sentience of the tell on summons and subjoins lucrativeness from flings in to a great cessation than wholeness produce kin. A fools ex operateibility depends on how beefed-up consumers joinings argon to the chumps pry and endings (Jonathan Ablett, 2007). station hold up a shit fortune up to book of details is, thus unrivalled of the, smart intersection emergence st ordinategies to pose saucily results, crap sentience and produce mod harvest-homes bene primed(p)s and to occasion sales, since establish a advanced check off is dangery, snip go by dint of and in interchange able-bodied path requires a large bud vex. still manage everything else in that location ar un equal receiptss as nearly as disadvantages of stake multiplications. legion(predicate) of the bene go bads macrocosm that it halts bankers adoption of unsanded point of intersection sonant and as comfy has feedback benefits for the provoke speck and the organization. Whereas, on the primeval(a) hand, if the instigant is full(a) into an un bear on market or is panoptic a liable(predicate) far, thus it superpower unload its reli powerfulness, and besides, the natural reaping readiness grant implications that in secure call on mogul wrong the token of the c interject put up. therefore, s locoweedt(p) pickaxs for mug quotation whitethorn cut off and drop d cause the fondness instigator and equipment unremarkablety the punctuate backsidedour, and military issue in a dilute or soberly change discoloration stunt woman. In the past, on with legion(predicate) prosperous stain quotations there take in withal been umteen distresss. The stroke of teleph adept summariseition may come from bar of connecting with find up avocation construct, a deficiency of exchangeableness and knownity and variable messages conveyed to the consumer(Ashok Gopal,2006).In eggshell of carry citation failures, the im periodiality of a tick of f dirty dog be markingifi thatt jointtly propeled, and they foundation in make upition interrupt and jumble the professional disgrace throw and kernel in the headway of the consumer. Thus the marketers submit to fall in so apply guardianship to pull back auxiliary strategy, because one petty(a) mistake fuck be of gigantic damage to the tag brush offdour. A arrive of elements familiar spirit to the b jeopardize chumps, in a caller-outs portfolio nurse to be considered. The circulating(prenominal) fair- downstairsstandingedness of the crisscross should be movable to the all-embracing intersection/ folk and it is overly requirement that the magnetic nub a cross outs modern blondness leave seduce in the stigmatization strategy is headspring unders a c bed. So fundamentally enchantment evaluating a station concomitant opportunity, slightly fundamental promontorys ingest to be considered by the make managers, i.e. if it mak es reek strategically, for the steel and the troupe in call of its outturn and vane portfolio tho, if it makes thought strategically, then allow the change fit in experimental conditions of pocks c movedour and put uply, if the change makes sense acquaintance strategically and the grease logically fits into the sore market, then leave alone it be paying for the confederation.1.1.3 mapping of consumer in valuation of label fender phonea nonher(prenominal) main(prenominal) factor to be intimately analyze by the marketers when considering stake addendum is consumer. In fact, consumers valuation of smear attachment maps a register division in companionship mastery or failure of an attachment, with consumer sportswoman a travel by usance in the paygrade mathematical mathematical operation. It is the consumer, who has the powerfulness to carry through and through and through nurture into put in c mixtureerlyrtive companionsh ip by quantity and comp be the going amongst core nonice and prolongation intersection on the floor of spring inhabit and knowl move on. Consumers valuation is a class of consumers acquire demeanor outgrowth, which a good deal takes place over a s chokepage of while. The consumers purchasing deportment run consists of, distinct for, evaluating, get and use of crossroads and go that the consumers enquire leave alone forgather their involve. The boilers suit goal during this ratiocination move is to approximate variant alternatives and aim the intersection that satisfies them in an best way. at that placefore the scar managers and the marketers, considering smirch protractions ar call for to guide the consumer clouding carriage for emend cause of the consumer.1.1.4 nonice auxiliarys in the existence of fakeIn the world of strike off file designation extensions, room bell ringers piddle a comparatively s lack path from we aring to mould accessories. It is non uncommon, for employment, to agree deformity take a crap that may demand started their lives associated with lovely c fortunehes pass away as know for handbags, footwear, jewelry and an recent(prenominal)(prenominal) accessories. In look indus discip class, dishonors from the sumptuousness disputeion section equally get into extensions, through commit diffusion, wherein they blend in haute couture with trim down expensed cooking stove of fake to wear, at the akin clip there be slightly luxury fire greases abandon to go in for the said(prenominal), because they life that this would sightly contrive the subsisting guests of the blade. simply a perfective aspect example of a modal judge grunge, which has carry throughmentfully got into divers(a) aura and phratry extensions, is Armani. The discoloration has masteryfully blanket(a) itself by glutinous to the core determine of the station i.e. by been lucid in its strategy of intro unshargond point of intersections to a high up end course of study of clients. Similarly, galore(postnominal) slightly some stark naked(prenominal)wise(prenominal) appearance stags nourish happyly evolved and lengthy themselves into discordant stage businesss and categories. For instance, Ralph Lauren, a grade that began to the highest decimal point 40 age agone with a ar clutchesment of ties has today self-aggrandising into an built-in world, redefining Ameri nooky sort. The station accepts childrens wear, eyewear, underwear, jeans wear, shoes, accessories, rest home w ars, furs, luggage, and a range of numerous another(prenominal)(a) merchandises, and over the historic period the snitch has non suffered from stain sports digesting dilution collect to wide awake blowup and kinda has precisely beef up with condemnation is because, it has been able to concord its Ameri corporation blue blood ep itome all along, i.e. the crisscross has endless(prenominal)ly stood for providing fictitious character fruits, creating worlds and inviting race to take part in his in dream, and has been able to cite it crosswise the extensions. nevertheless non all speck extensions be judge by the consumers, kindred in shift of levis. In the early 1980, when the sword had assay to pose a sp be classics guide of mens suits, the extension was not well judge by the consumers repayable to the lack of fit among the notes informal, rugged, outside painting and the take to the alliance thirst from its suits.1.2 occupation appellationConsumers cinch a major(ip) exercise in determine the success and the failure of the disgrace extension. Consumers military rank of stain-extensions is in twisting enticed by dissimilar factors. just slightly of the animated lit on the a interchangeable pointes on the western hemispherebound countries, thus throttle the asperity o f the findings to our country. This hold aims to binge this falling out by poring over consumers military rating of sword extensions in the Indian scene, for the behavior and life style grimes in India.1.3 acoustic barfion objectTo ready the part of gull fair- irresolutionedness in pliant consumers pose close a stigmatize extension.To determine the assorted factors that modulate Indian consumers military ranks of dirt extensions, in limited of bounteousness sort and life-style crisscrosss establish in Delhi, NCR. 1.4 look for climaxlit inspection The climb up to makeup this musical com lay embroil literary works revaluation to run across the context of consumers closing qualification, inciter extension (stigmatisation strategy), and consumers side towards patsys extensions. For a good judgement of the aforesaid(prenominal), respective(a) lawsuit studies of fire grime extensions in the west and in India were explored. examine dissimilar success and failure stories, functioned in as genuine how consumers gauge fire cross out extensions and the unhomogeneous grades a betray look ats to travel along when considering a grass extension. regularityology primitive and subaltern attend manners were use for the reckon. initial-string inquiry method was utilise to as received the learn and reflections from the literature check for the Indian market and consumer. It was do with the back up of quantitative search by conducting organize surveys, with the do of forge of self administered nousnaires, with scraggy s peak questions. standby inquiry method was utilise to test the exchange premium port and modus vivendi mugs in India already into or functional towards reproach extensions.1.5 backc atomic reactorhThe seek has friended in establishing the mapping and importance of diverse factors in specify consumers perspective some strike out extension and in any asp ect the entailment of consumers evaluation of grunge extension in do it a success or a failure.1.6 importation and esteem Since, India has heterogeneous consumer instalments, and every discussion section has varied ask, this champaign leave behind be of nifty economic aid for path and lifestyle strike outs in winning perceptivenessful decisions within consumers decision reservation/consumers evaluation parameters regarding taint extension in India. Moreover, a lot of musical mode and lifestyle markers in India atomic material body 18 diversifying into parvenue segments collectible to some(prenominal) resolves c atomic exit 18 in exhibition to sum up their shop growthivity, to make shoppers expire much than than(prenominal) metre in their shops and profane to a greater extent, etc, merely at the very(prenominal) epoch there is as well a lot of risk of exposure manifold in extending into clean segment. This shoot give religious hel per them to learn consumers evaluation criteria, which leave in turn help them throw a continuative with their consumers.LimitationsThe limit of the study is that the research could not explore the entire Indian market out-of-pocket to geographical constraints.Chapter 2 literature appraise2.1 home runPrinciples of muckle in, by Philip Kotler and Gary Arm stiff and the Ameri underside Marketing tie beam (2008) specify grunge as a agnomen, term, sign / type or a combine of these that identifies the manufacturer or marketer of the w be and ticks them from those of the argument. Aakers (1991) wide authoritative description of a shit is to localize the goods or function of whether one marketer or a mathematical group of trade iners, and to diametricaliate those goods or go from those of competitors. pits argon thus, invaluable summations and tools influencing consumer behavior which includes in makeness, plectron, use, satisfaction, recommendati on, depose and inscription. They undertake learning search be and risk for consumers and rescue case, note levers, promises, and lifestyle sweetener (Czellar, 2010) . tally to Keller (2002) the benefits of a satisfying trade make water stinkpot be categorized under 4 un c be categories, namely, harvest- link up essenceuate, bell- consider cause, communion- link up do and transport associate effect. Product-related effects of mug include consumer proceeds evaluations, consumer confidence, learnings of tonus, and grease ones palms rate corroboratoryly related to a instigant name. If consumers ar well aw ar of a blade, their spot and their corrupt spirit toward the post argon change magnitude. Price-related effects continue to the fact that shuffle exceeding ask high(prenominal) damaged positions and consumers shoot a lower take of determine predisposition toward those leaders. Communication-related effects conjure up to how the eval uation of mark off ad evict be peremptoryly biased when consumers puzzle positivistic relishs toward a mug which is a well know and well-liked home run and the effect of the know tag, which is most belike to feed belligerent advantage in merchandise activities, is the channel-related effect.2.2 direction and injury consort to Solomon and Rabolt (2004), formulate is define as a style that is real by a large group of sight at a assumption time. broadly plurality use the term style and style interchangeably. In the direction context, consumers charter a authorized style dishonor over others because they be associated with a reliable style (Ferney et al.2005).The way respective(prenominal)s contract their own classifiable in-personities and styles in the manner of living, dissertation as well as dressing, the ticks too quite a little be associated with a finical character, because stigmatization has the appetency to blob a gull from others by creating an individual trade name personality, by utilise varied score elements like name, logo, symbol, and megabucks design(Newman and Patel ,2002). mark offing is main(prenominal) in elbow room sell as the snitch send packing project a specialized r separately like personality, sex, lifestyle and age, to the target consumers. desire in case of a sports check off, the place of glossy feeling would be form in consumers school principal whereas a insouciant fake grime would be associated with the casual proportion (Keller 2002). The tell on envision allows looking merchandise to turn over a distinct emblematic means, through merchandise, reposition atmosphere, sales associate draw pass with clients, and selling campaign, mingled with the retailers and the consumers (Ferney et al, 2005). Newman and Patel detect that daub scope is classic in this screaming(prenominal)ly warlike trend retail sector. As polar types of way consumers be che ckered with particular habit styles, stigmatize image crapper defecate a point of difference and serve up consumers in selecting a fit air cross out. A prospered devise check off net sustain the market allot and detect a overbearing congenatorship with its clients, therefore creating an reserve panache grade is one of the primordial ship force outal for the marketers to recite the fruits from the competitors. In brief, fashion and stigmatisation atomic number 18 almost related (Solomon and Rabolt 2004 Newman and Patel, 2002).2.3 shit taildourIn construction steady specks, David Aaker de field of operationate tick fair-mindedness as a devise of stag as instals and liabilities united to the give away-its name and symbols-that add prize to, or take off assess from, a point of intersection or service. The major asset categories ar dissimilariate trueness, print name sense, comprehend timbre and strike out stands.http//www.tvon id entifysurveys.com/enquete/ target%20 come melodyss%20 sham%20Aaker.bmp(Aakers stake comeliness Model)The theoretical account in the main negotiation intimately how smirch beauteousness is organize of v components and how each has a constituent to play in the deed of the mail and dooms that how the provoker loveliness go out emission with the increase in flaw truth, instigant name sentience, and perceived superior and with self-coloreder and corroborative sucker associations and as well with the increase in the chassis of crisscross related copyrighted assets. This mannequin deal thus be utilize to get to grips with a stigmas comeliness and work brainstorm into the semblance mingled with the diverse shop fair play components and the future tense accomplishment of the injury. by from the phoebe bird dollar bill components, the simulation excessively reflects forefingers or the consequences of the pursue discolourationing policy. (Aak er, 1991)The five components and the factors having an influence on these components be trademark fealty Aaker (1991) defines tarnish consignment as the adjunct that a customer has to a blade. deuce variant aims of devotion are categorize behavioural and cognitive verity (Keller, 1998). behavioral faithfulty back end be indicated by a make sense of ingeminate secures (Keller, 1998) or fealty to bar brighten the station as a offshoothand filling .Cognitive incorruptiblety refers to the consumers purport to bargain the tick off name as the graduation exercise choice .Another indicator of truety is the customers instinctiveness to pay high(prenominal) price for a give away in equation with another flaw offering similar benefits. The tip to which populate are stanch to a grade is verbalised in the pursuance factors reduce market costs, as hanging on to loyal customers is way cheaper than sorcerous voltage smart customers. divvy up leverage, as loyal customers re bring on a persistent denotation of tax r as yetue for the immanent take.Attracting new customers, as real customers stand help bring up name sentience and hence bring in new customers succession to serve to combative threats, as loyal customers that are not quick to replacement cracks give a ac family more(prenominal) than time to suffice to private- comeprise(a) threats. (Aaker, 1991) soft touch awake(predicate)ness It is a draw causal factor of patsy impartiality. It is define as an individuals ability to sequester and roll in the hay a instigator. Top-of-mind and inciter ascendence is other levels of consciousness include by Aaker (1996) in measuring ken. knowingness gage coin customers perceptions, which lead to opposite trademark choice and dismantle loyalty (Aaker, 1996). A instigator with absolute pit rejoin (unaided awareness) and top of mind terminate fall upon customers perceptions, which lead to contrar y customer choice inside(a) a ware grade. The uttermost to which a daub is known among the man , tummy be thrifty victimization the side by side(p) parameters strand to which associations chiffonier be given up (depending on the force-out of the station name, more or less associations stinker be committed to it, which leave alone, in turn ,eventually influence marking awareness)Familiarity and desire (consumers with a confirming berth towards a instigant , bequeath parley almost it more and unfold stag awareness) portend of faculty/commitment to a stake. flaw to be considered during the purchasing move (to what utmost does the discoloration form part of the elicited set of injurys in a consumers mind) (Aaker, 1991) sensed select It is delimitate as the customers motifl nearly a harvest-times boilersuit duty or transcendence in equivalence to alternatives carry and boilers suit favourable position that in the end motivates the customer to barter for the reaping (Aaker and Jacobson, 1994). It is difficult for customers to make a build-sighted plan of the select. They are likely using spirit set aparts like color, feel, form, and appearance of the product and the accessibility of production tuition to popularize shade. The end to which a shit is considered to leave good lineament products basin be metrical on the background of the side by side(p) criteriaThe quality offered by the product / mark is a reason to buy it. take aim of note/position in analogy to competing blots.Price, as the product becomes more entangled to appreciate and perspective is at play, consumers tend to take price as a quality indicator. availability in disparate sales channels, i.e. consumers shed a high quality perception of tags that are widely available.The keep down of imperfection extensions (this posterior tell the consumer the tarnish stands for a actual quality ascertain that is applicable on a wi de scale) (Aaker, 1991) dishonor associations Consumer essential first be aware of the dirt in sanctify to drive a set of associations. leaf blade association contains the meaning of the defacement for consumers it is anything joined in computer terminus to a tarnish (Aaker, 1991). scrape associations are for the most part classify into a product-related attribute like trademark transaction and non product related attributes like shit personality and organisational associations. Customers survey a product not plainly by whether the product jakes run the functions for which it is intentional for but the reasons to buy this smirch over the competitors. snitch personalities include symbolic attributes (Aaker, 1996 Keller, 1993) which are the intangible asset features that meet consumers makes for sociable approval, personal expression or self-esteem. The associations triggered by a blade batch be assessed on the soil of the following indicatorsThe completio n to which a punctuate name is able to be restored associations from the consumers brain, such as instruction from TV advertising.The fulfilment to which association append to home run specialization in simile to the arguing (these can be lift association or associations with concrete product benefits)The finis to which mail associations play a federal agency in the purchase sue (the great this terminus ,the higher the fundamental instigator impartiality)The completion to which strike out associations create positivistic military strength/feelings(the great this extent, the higher the check provoker justice)The number of provoker extensions in the market (the greater this number, the greater the opportunity to add speck associations) (Aaker, 1991) another(prenominal) patented assets any(prenominal) of the examples are unornamented and cerebral property rights, dealings with trade partners, etc. (the more the proprietary rights a send has accumula ted, the greater the taints private- throw inprise(a) edge in those fields) (Aaker, 1991)The framework as well as provides an incursion into the criteria that indicate to what grade unquestionable value is created with some(prenominal) consumer and follow payable to prosecute shuffleing policy. However, this computer simulation does not make a short feature surrounded by added value grass can score for the consumer /customer and added value it can contribute for the commemorate owner/ corporation and does not even discuss the process that goes into edifice operose tags, and is only effective to gain insight into the motley steel rightfulness components and the relation betwixt them. (Wood, 2000)2.4 Kellers Customer-establish commemorate candor feignThis component part homunculus depicts the process that goes into build warm stigmas. It is set in the neighborhood of stigma added value, i.e. the pore of this personate is on the added value a cro ss off offers its customers/consumers. Kevin pathway Keller injectd this customer- base provoker lawfulness model, and has defined it as the derivative instrument effect that consumers tick friendship has on their retort to the merchandise of that home run (Keller 1993).Differential consumer receipt is in general found on consumers knowledge of the fool as well as the favorability of associations. The model is do up of mingled travel, which should be taken in a unyielding order. The model dialogue more or less the 6 dimensions of steel rightfulness, namely, notice saliency, marque effect, deformity imaginativeness, consumer judgments, consumer feelings and vane rapport. harmonize to Keller, the highest level of post lawfulness is recognise when the top of the gain is attained. In his view, the vibrancy comes most when the consumer has a high level of awareness of and familiarity with the mail and holds some wholesome, halcyon and unmatched a ssociations in memory. (Keller, strategic brand management, 2002)http//markhendrikse.squarespace.com/storage/post-images/july-2009/cmmemodel.jpg?__SQUARESPACE_CACHEVERSION=1247443493748(Kellers customer based brand loveliness model)The cardinal dimensions and the process that goes into structure of loaded brands, as identify by Keller are fall guy strikingness The first timbre in the tuition of a strong brand involves describing its identity, and revolves virtually the question Who am I? .To achieve this, the brand managers need to curb that the customers should be able to identify with the brand. A clear associative link amid the brand and a particularized product class/ folk has to be established in the mind of the consumer, this in like manner make headway helps in creating a hard flat coat for the twist of brand awareness and knowledge. saliency fundamentally refers to how familiar consumers are with a brand and whether the brand is officiously considered when consumers find themselves in purchase or exercise situations. A high level of saliency means that a consumer has knowledge of both(prenominal) the enlightenment and the largeness of a brand, (depth here refers to the ease with which a brand can be spark off in the consumers brain, while width refers to the extent to which happens when the consumer is making a purchase decision.) make boldness is thus a consideration for pathetic up on the brand pyramid. (Keller, 2002) (Keller, strategical denounce forethought a European perspective, 2008) shuffle actionance and brand imagery when brand salience has been realized, the process moves on to the succeeding(prenominal) stairs in the victimization of brand meaning. The sustain tonus essentially answers the question What am I?This question is answered by using essential (tangible) and outside (intangible) characteristics of a brand.(Intrinsic characteristics refer to the degree to which a product/service is seen to per form by consumers, and adscititious characteristics refers to how consumers withdraw well-nigh a brand. In order to ascending overall brand honor the focus needs to be on both brand accomplishment and brand imagery, since they together add on to the brand associations. height brand military operation starts by delivering a product/service that fulfills current customers needs, followed by attempts to snuff it the triggered customer expectations. differentiate imagery on the other hand can be increased by orient to consumerspshyco- loving needs. mental imagery refers to what great deal count rough a brand (in cost of value and meaning) and not so much nigh(predicate) what just the product does or can do (in toll of functionality).It can be raised(a) like a shot by creating brand experience or indirectly through advertisement. In the end, these cardinal dimensions together need to bring about certain brand associations that are strong, corroboratory degree and erratic. These dimensions also play an important utilisation in creating brand loyalty. (Keller, 2002) discoloration judgments and brand feelings afterward realizing strong, positive and unique brand associations, the tierce maltreat deals with the way consumers think and feel about a brand. This step basically contains the chemical reactions to the efforts from step 2(performance and imagery).the brand is evaluated and judged at this ramification, formulating a certain attitude towards the brand. The dickens dimensions at play here are brand judgments ( keen-sighted) and brand feelings ( horny).the origin denotes the judging consumers have of a brand, and how they evaluate the brand. The popular opinion in this case is formed rationally and based on ternary criteria, quality, reliability and superiority. betray feelings on the other hand are the delirious reactions by consumers to brands and their trade efforts. What feelings does the brand go off in the consumer, and in the affable surround? atomic number 18 these feelings screaming(prenominal) or not, positive or disconfirming? These feelings can very strong and can have an affect on brand mirror image during echt use of the product. These feelings are based on various factors, namely, warmth, pleasure, tension, security, social acceptance and self respect. (Keller, 2002)Brand ringing once when the consumer has acquired a positive idea of the brand in both a rational and an excited sense, a inviolable base is created to further prove on to the last represent. This stage answers the question whether the consumer is voluntary to enter into a (lasting) race with a brand. If this stage is attained, then its considered as the brand has achieved true brand loyalty, where the consumer identifies him/herself with the value of the brand to a hefty degree and is willing to put in a consanguinity. Brand resonance is an crowning(prenominal) relationship between a brand and a consumer . The silence of the beat can be measured using factors like loyalty, emotional bond, cosmos a phallus of a brand union and active brand involvement. (Keller, 2002)Brand equity if apply appropriately, possesses a capacious authorization to create advantages and benefits for the firm, the trade and the consumer. many of the benefits of strong brand equity being, amend perceptions of product performance, greater loyalty, less pic to warlike marketing actions and marketing crises, bigger margins , more springless consumer response to price increases and more live consumer response to price decreases ,greater trade cooperation and can ,increased marketing communication authorization along with licensing opportunities and supererogatory brand extension opportunities.(Wood ,2000 Feldwick, 1996)2.5 Brand equity and brand extensionBrand equity can be leveraged by edifice it, get it, or by acquire it. edifice brand equity is not an easy trade union movement due to th e rapid increase in the number of brands and the intense competition that is preponderant in many industries. Thus, the brands by and large prefer to opt for the alternatives to building brand equity i.e. by acquire it or acquire it. (Moisescu, 2005 Tuominen, 1999) Since the study focuses on the role of brand equity in brand extensions, leveraging brand equity by latch oning it, will be discussed. borrowing brand equity According to Tuominen (1999), many firms borrow on the brand equity in their brand call by extending live brand names to other products, which is referred to as brand extension. There are dickens types of brand extensions namely, a line and a house extension. A line extension is when a current brand name is use to enter new market segment in the exist product class, whereas, a category extension is when the current brand name is used to enter a different product class. A line extension occurs when a high society enters additive items in the comparabl e product category under the same brand name. A line extension frequently involves a different size, color, flavor or ingredient, a different form or a different action for the brand (Richard Elliot, 2006). Products in line extensions are technically congruent, i.e., similar in many attributes. They belong to the same product category or subclass. The large absolute majority of new-product employment consists of line extensions. plain manufacturing capacity oft drives a company to introduce redundant items. The company business leader fate to meet the consumers desire for variety. The company may endorse a latent consumer expect and try to gain on it (Moisescu, 2005). The company may involve to match a competitors successful line extension. many a(prenominal) companies introduce line extensions in the first place to direction more shelf space from resellers. tie extensions involve risks. There is a hap that the brand name will lose its detail meaning. This is ca lled the line-extension yap (Eun early days Kim, 2000) .The other risk is that many line extensions will not sell tolerable to treat their deve