JMGT_V2_N1_A2 Smitha Sambrani Journal on Management 2230 – 715X 2 1 6 9 indian market, brand extensions, marketing strategy, globalization, liberalization, privatization, brand awareness This paper discuses about the growing relevance of brand extensions as a marketing strategy. The level of interest in the subject of branding and in brand related topics has increased dramatically int he last two decades. Brands are considered as some of the best assets of an organization. A brand means a name, term sign, symbol or design or a combination of services of one seller or a group of sellers, to differentiate them from those of competitors. In the last decade, Indian market has been witnessing the dazzling entry of numerous multinational brands across various product categories. THe ways and strategies, which have been going their way in other markets have proven to be wrong when, applied in the indian market. June - August 2007 Copyright © 2007 i-manager publications. All rights reserved. i-manager Publications http://www.imanagerpublications.com/Article.aspx?ArticleId=356