Brand Extension - Pakistan

The basic idea behind any brand stretching is to leverage its brand equity and sustain growth and the brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. However, keeping the Pakistani consumer’s mind set and habits in perspective, it is safe to conclude that major consumers’ trend shifts are yet to take place. In most instances, implementing an effective category development framework will not be a monumental shift away from the current practices; the intention is to enhance as opposed to change your current processes.