Effect of parent oil marketing company's brand image on brand extension in lubricants


Master of Business Administration Executive

Faculty / School

Faculty of Business Administration (FBA)

Year of Award

Spring 2020

Project Type

MBA Executive Research Project

Access Type

Restricted Access


Automobile | Brand equity | Marketing strategies

Executive Summary

Competitive advantage is achieved by marketers when they have good brand equity that ultimately leads to strong brands. As a common practice amongst many firms, who use marketing strategies to increase their sales and make a brand that looks distinguished amongst other related categories of product or service. The main objective is to distinguish their company from other companies. Methodology: This is an exploratory study based on primary data; the data has been collected through an online survey.

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