Branding strategy:

Based on two stimuli brand development strategies are created. They are (product category, brand
name).

 Line extension.
 Brand extension.
 Multi brands.
 New brands.
Line extension:

Pran brand covers new product within a product category it currently serves, such as with new flavors,
forms, colors, ingredients & packages sizes. It is a low cost and low risk path to introduce new products.
Companies do this to satisfy consumer needs for variety and they also do this to fully use their
capacity. It also helps them to have more command on shelf space form resellers over competitors. It
doesn’t always work out the way companies want. For example: Pran grave juice,pran orange juice,pran
tamarind juice, pran fruit juice.

Brand extension:

Pran brand is used to enter new product category is extended within the existing brand. This is brand
extension; like pran mango juice an existing brand pran also produce pran potato chips it did a brand
extension. Pran brand is an established brand and they use their current brand value to promote new
products. They have to be careful about not fading their main brand image. There are times when a
brand extension fails and it affects companies other products sales, so before making any decision pran
brand need to think rationally about it.