Brand Extensions for India Post into Banking: An Empirical Study

Abstract

Brand Extensions have attracted lot of attention from academicians and managers as well. Few researches, based on empirical investigations, are available in Indian market. The author assesses the brand extensions for India Post into banking on the basis of responses from its senior employees. The study is relevant as India Post is contemplating to enter into banking business. Based on responses from senior employees, the author suggests that speed and trust are success factors that will determine the success of India Post into banking using regression analysis. While trust is strong parent brand association for India Post, the findings indicate that India Post will have to borrow the brand association of speed for its success. All strong parent brand association may not necessarily contribute to the success of India Post into banking.