Brand fiasco in emerging markets: A case study of Amul pizza

Companies are taking hard steps to reduce brand failure rates. One way of dealing with the rate of failures of new products is using a firm's competence. Many business organizations are leveraging their brand names to reduce the risk of failure of new products. A brand leveraging strategy uses the power of an existing brand name to support a company's entry into a new, but related, product category. Emerging Indian market has witnessed failures varying from low magnitude to very high magnitude, however not much research has been done in this area. The present study empirically tests the factors which are responsible for brand failure in emerging markets by case study of Amul pizza.