Dettol: Managing Brand Extensions

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Anand Kumar Jaiswal; Arpita Srivastav; Dhwani Kothari;
  • Journal: Asian Case Research Journal, volume 13, issue 1, pages 105-143
  • Subject: Brand extensions, brand equity, India, soap, hand wash

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 i... View more
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