publication . Article . 2009

Dettol: Managing Brand Extensions

Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari;
Open Access
  • Published: 01 Jan 2009 Journal: Asian Case Research Journal, volume 13, issue 1, pages 105-143
<jats:p> This case is about evolution of a parent brand and its subsequent extensions into different product categories. Dettol as a brand has immense trust and loyalty from the consumers. Since the 1930s when Dettol was introduced in India, it has occupied a distinct position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap and Dettol liquid hand wash became phenomenal successes, but most others failed to perform. The case deals with the questions of why some extensions achieve great suc...
Persistent Identifiers
free text keywords: Brand extensions, brand equity, India, soap, hand wash, General Business, Management and Accounting, Business, Hand wash, Product (category theory), Brand extension, Marketing, Brand equity, Leverage (finance), Advertising, Brand management, business.industry, Loyalty, media_common.quotation_subject, media_common
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