Dettol: Managing Brand Extensions

dc.contributor.author	Jaiswal, Anand Kumar
dc.contributor.author	Srivastava, Arpita
dc.contributor.author	Kothari, Dhwani
dc.date.accessioned	2010-09-02T09:32:20Z
dc.date.available	2010-09-02T09:32:20Z
dc.date.copyright	2007
dc.date.issued	2010-09-02T09:32:20Z
dc.identifier.uri	http://hdl.handle.net/11718/8337
dc.description.abstract	This case is about the evolution of a parent brand and its subsequent extension into different product categories. Dettol as a brand has received immense trust and loyalty from consumers. Since the 1930s when Dettol was introduced in India, it has steadily created a deep entrenched position in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of the Dettol, Reckitt Benckiser India Limited rolled out a number of brand extensions. Some of these extensions such as Dettol Soap and Dettol Liquid Hand Wash became a phenomenal success, while most others failed. The case discusses why some of the extensions achieve great success while others fail miserably.	en
dc.language.iso	en	en
dc.subject	Dettol	en
dc.subject	Reckitt Benckiser	en
dc.subject	Brand	en
dc.subject	Extensions	en
dc.title	Dettol: Managing Brand Extensions	en
dc.type	Cases and Notes	en

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