• Dr. Rahul Sharma
• Harleen Kaur Luthra

The study analyses the consumer understanding and perception of the brand extension in the Apparel industry. It further investigates how a consumer evaluates the brand extension and also analyses its impact on the parent brand, customer loyalty and goodwill of the company. Brand extensions allow companies to leverage the equity in established brands, and thereby reducing risk associated with launching new products. This study examines consumer understanding and perception of the brand extension in the Apparel industry. More specifically, the results indicate that in the context of Apparel industry, consumers use the transferability of skills and resources, and brand concept consistency with the parent brand category as major cues to evaluate extensions. As a consequence of these findings, branding strategies that stretch Apparel brands into the domain of consumer markets can be successful in cases where consumers perceive a fit with respect to skills and resources, and brand concept, and when the parent brand is perceived as being innovative and socially responsible. This project gave me an excellent learning experience and at the same time it gave me adequate scope to implement my analytical abilities. The analysis and recommendations presented in this project report is based on market research on the consumer’s perception regarding brand extension in Apparel industry. This report will help to know about the effect of brand extension on the parent brand and goodwill of the company.

Brand extension, consumer perception, parent brand etc

"Consumer perception and attitude towards brand extention strategies in apparel section with reference to Bilaspur city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.600-606, April-2019, Available :http://www.jetir.org/papers/JETIR1904L95.pdf

"Consumer perception and attitude towards brand extention strategies in apparel section with reference to Bilaspur city", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp600-606, April-2019, Available at : http://www.jetir.org/papers/JETIR1904L95.pdf