A Critical Study to Find out the Effectiveness of Brand Extensions Undertaken by Maggi

Brand extension is an instance of using an established brand name or trademark for new products, so as to increase sales. For brand extension to be successful, there usually must be some logical association between the original product and the new one. Maggi is a good example for successful brand extensions. Maggi is a brand which has high brand equity and enjoys high brand loyalty. Maggi is striving to expand the market and its market share. It has launched different variants and has entered into related categories like soups and sauces Maggi as a brand has rightly understood the core values of the brand and has come up with supportive and rational brand extensions, that go in line with the customers' perception of the brand. The present study is undertaken with the objectives to find out which brand extensions by Maggi were successful and which were not, and to recommend the steps Maggi should take in future, in order to increase the chances of successful brand extensions.