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The human life in this universe has undergone, from the time immemorial, innumerable changes that are immeasurable and unimaginable. Though many factors and forces can be traced to be responsible for these changes, business-the most splendid invention of human race is the only one that could account for the major share and a vital role. Marketing Management, one of the major functions of the business, facilitates the strongest affiliation of business to the customer through the delivery of what the customer likes, wants, demands and cherish. The brand delivers a clear message about its product and the company, confirms the credibility, motivates the consumer and builds up and concretes the loyalty. Brand Extension has been a commonly accepted marketing strategy used to break the entry barriers between product categories through the carryover of a brand´s reputation.

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R., Rajkumar
Dr. R. RAJKUMAR, Assistant Professor, Department of Commerce, St. Joseph´s College of Arts and Science [Autonomous], Cuddalore, Tamil Nadu, India. He has received Honorary Doctorate [D.Litt] from International Economics University for SAARC Countries. He has presented research papers in Thailand and China.

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