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Brand Extension for Bank Brands:
An Experimental Study
-- Dhananjay Bapat
Marketers often rely on brand extension strategies to mitigate the risk of launching a new product in the market and to
leverage the strength of existing brands. Past researches have relied on the product brands for studying brand extensions. A
field experiment was performed to assess the success evaluation of two leading banks into present and future brand
extensions. Future brand extension received higher success evaluation than that of present brand extension for ICICI Bank while for
State Bank of India, there was no significant difference between the present and future extension. The paper looks into issues
such as category similarity, brand association of master brand, brand affect and finally the success perceptions in creating
favorable consumer evaluation in case of bank brand.
© 2009 IUP. All Rights Reserved.
Brand Endorsement:
A Framework for Analysis
-- Henrik Uggla
This paper focuses on the strategic issue of brand endorsement in a strategic brand management context. After a
theoretical review, a brand endorsement framework is presented, reflecting a more dynamic outlook on brand endorsement strategies.
In addition brand endorsement is discussed in relation to both leader brands and partner brands. Empirical examples
highlight the theoretical ideas in the paper.
© 2009 IUP. All Rights Reserved.
Diffusion of Innovation in Private Labels
in Food Products
-- Sukanya Ashokkumar and Shilpa Gopal
Diffusion of innovation is the process by which an innovative idea or product or practice is communicated to the
public. It also states how well it is accepted by the public. The concept of private labels has been significantly increasing in
recent years. Even big Indian retail stores are launching their private label brands, and pitching them against well
known manufacturer's brands in the shelves of their retail stores. Though the retailer's brands compete with the producer's
brands in various factors, their main focus is on price, value for money, customization, etc. The customer perceptions are also
bound to change in the current scenario. This study is conducted with the objective of finding out the diffusion of innovation
in private labels. The study helps to identify the factors that determine the buying behavior of private labels.
© 2009 IUP. All Rights Reserved.
Brand Personality and Perception Measures
of Two Cities: Surat and Ahmedabad
-- Ravi Vaidya, Pikesh Gandhi and Jayesh Aagja
Brand personality is a humanistic value that is imbibed in a brand. To identify the brand personality of any place,
actual perception and experience play a vital role. The basic objective of this paper is to know the brand personality of two
major cities of Gujarat—Surat and Ahmedabad. A questionnaire was prepared on the basis of different parameters
like—people, place, infrastructure, etc. Separate samples were taken from both the cities using convenience sampling. Content analysis
and David Aaker's five dimensions of brand personality were used to know the personality of these two cities. From the
perception of the people, we tried to find out the keywords (good, modern, cool, helpful, honest, friendly, developing, etc.) and
correlate it with Aaker's five dimensions—Sincerity, Excitement, Competence, Sophistication and Ruggedness to determine
the personality. Different statistical tools were used to know whether the perception of people with respect to their cities
differ significantly or not.
© 2009 IUP. All Rights Reserved.
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