Brand extension of anna hazare: a success story

When a company well known for its products / services tries to expand into another product category / market, it faces certain challenges. The case tries to list some of the factors that are responsible for successful brand extension, by using the real life example of brand extension in case of Brand Anna.

In April 2011, Anna Hdzare initiated the movement seeking the introduction of the Jan Lokpal bill at Raj Ghat in order to eradicate the corruption prevailing in various spheres of life and government agencies. After a slowdown of around 4 months, Team Anna re-started another round of determined campaign in August 2011 for the Jan Lokpal bill. The movement and the protagonist captured the imagination of the normal apathetic Indian middle class and saw the outpouring of several hundreds of people in support of the agitation. The movement grew from strength to strength and the government had to agree to meet the demands of Anna Hazare.

The case takes a look at the successful Brand Extension of the well known civil right activist Anna Hazare. The successful transformation of Anna Hazare from a local leader to a national leader has some valuable lessons for the companies which are planning to expand their offerings in today’s competitive market.