Reciprocal Effects of Brand Extension on Brand Equity:A Literature Review

Branding is an important area of research in marketing. With increasing use of brand extension as a strategy it is important to understand whether it has an impact on parent brand equity or not. The paper is a review paper which examines the changes of the scholarly research in brand extension and brand equity. It has incorporated the changes in the background of branding. It emphasizes the affects of brand extension on brand equity. The bibliography is taken from the database of Emerald and Science Direct. The paper is based on the research done during the time span of 20 years and has reviewed articles published in the time span of 1995 to 2015. The originality of the paper depends on the findings and conclusion reported by various researchers in India and abroad.