Andrex comes out of the closet

Date of publication: June 15, 1994


This paper deals with brand extensions. It looks at one of the largest brands in the UK and how it has been extended in four separate ways. It looks at the rationale for each extension and the problems that each one faced. Using the research conducted at the time, and the subsequent results in the market place the paper tries to draw some conclusions about the conditions necessary for successful extensions. It also examines the impact that such extensions can have for the parent brand.

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