Parent Brand Effect on the Success of the Brand Extension-A Case Study of Nestlé’s Maggie

Brands are competing in the market to occupy the right space in the minds of the consumers and in the race an extended brand draws heavily from the parent for its success. There have been several instances, across the world, of both failure and success of brand extensions. This paper attempts to document the case of Nestlé’s extension from its parent brand Maggie to other brands such as sauces, soups, pasta and masalas. The focus generically is on analysing the various dimensions related to the parent brand that have an impact on the success of the extended brand and also to analyse the appeal that the extension has considering different age groups. Empirical evidences are presented in the light of the objectives set.