Dettol: Managing Brand Extensions

Anand Jaiswal, Arpita Srivastav and Dhwani Kothari
Additional contact information
Arpita Srivastav: Management Development Institute (MDI), Mehaurali Road, Gurgaon 122001, India
Dhwani Kothari: Xavier Labour Relations Institute (XLRI), Jamshedpur, India

Asian Case Research Journal (ACRJ), 2009, vol. 13, issue 01, 105-143

Abstract: 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 in the mind of its consumers. To achieve fast growth and leverage the strong brand equity of Dettol, Reckitt Benckiser India Limited (RBIL) rolled out a number of brand extensions. Some of these extensions such as Dettol soap and Dettol liquid hand wash became phenomenal successes, but most others failed to perform. The case deals with the questions of why some extensions achieve great success while others fail miserably.

Keywords: Brand extensions; brand equity; India; soap; hand wash (search for similar items in EconPapers)
Date: 2009
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S0218927509001224
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:acrjxx:v:13:y:2009:i:01:n:s0218927509001224

Ordering information: This journal article can be ordered from

DOI: 10.1142/S0218927509001224

Access Statistics for this article

Asian Case Research Journal (ACRJ) is currently edited by Lau Geok Theng

More articles in Asian Case Research Journal (ACRJ) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().