Brand Extension Report

BRAND EXTENSION
REPORT

Table of content
 Introduction
 Background
 Existing brand value
 Proposed new product
 Target market
 Rational
 Threats
 Conclusion

Introduction
 Brand Extension can be defined as a concept that
can facilitate a business enterprise to lead addition
to its current line-up of business functions and
increase the overall expansion possibilities and
profitability of the same in the long run (Ahn and
Back, 2018).
 The proposed presentation will highlight upon the
primary, secondary and competitive research
conducted in regard with the brand extension of
H&S firm.

Background
 Head and Shoulders (H&S) is an American brand
made by parent firm Procter & Gamble, an anti-
dandruff and non-dandruff shampoo, launched in
1961.
 By 1982, this was the "number one brand" of
shampooing and it was observed that, while it was a
"medicated" shampoo, "no hair care brand receives so
many marketing dollars as the 20-year old brand Head
& Shoulders, and no other brand meets its sales."
Antifungals selenium disulfide and piroctone olamine
are the active components